Hershey’s ‘One Hershey’ Strategy Delivers Early Gains as Unified Snacks Portfolio Boosts Retail Sales
Hershey is beginning to see early results from its newly integrated business structure, with the confectionery and snacks giant reporting benefits from combining its sweet, salty and protein categories under a single platform called “One Hershey.”
The company introduced the new operating model in March as part of a broader effort to streamline retailer engagement, strengthen category planning and create a more unified consumer experience. The move brings together Hershey’s confectionery brands alongside its expanding snacks and protein portfolio under one business framework.
The restructuring reflects Hershey’s evolution from a confectionery-focused company into a diversified snacking player. While brands such as Reese’s and Twizzlers continue to anchor its sweets business, the company has significantly broadened its offerings through acquisitions that added brands including SkinnyPop popcorn, Dot’s Homestyle Pretzels, LesserEvil snacks and protein brands such as One and Fulfill.
According to company executives, the integrated model is helping improve collaboration with retail partners by replacing fragmented interactions across multiple business units with a single coordinated approach.
Previously, retailers often interacted with separate teams handling confectionery, salty snacks and protein products. Under the new structure, Hershey is presenting a unified portfolio strategy aimed at delivering integrated merchandising and long-term planning solutions.
The company said the approach is proving particularly valuable during major consumption occasions and seasonal events. By combining products from multiple categories into single promotional displays, Hershey aims to create stronger consumer engagement while simplifying store execution.
One example highlighted by the company is preparations for next year’s overlap of Valentine’s Day and the Super Bowl, referred to internally as “Super Val.” Hershey plans to combine football-themed snacks, confectionery and seasonal products within shared retail displays, allowing consumers to access multiple product categories in one location.
Internal retail testing has also shown stronger sales performance from mixed-category merchandising. According to the company, large-format displays featuring both sweet and salty products delivered sales increases of approximately 34%, compared with gains of around 20–25% when displays featured confectionery products alone.
The company said combining snack categories also encouraged consumers to purchase multiple products during a single shopping trip, supporting higher basket sizes and cross-category sales.
Beyond merchandising initiatives, Hershey continues to invest in product improvements and portfolio reformulation. The company recently confirmed that certain seasonal variants of Reese’s products will return to the brand’s traditional chocolate recipe following consumer feedback.
Hershey also announced plans to reformulate Kit Kat products by 2027 to create a creamier texture and improve overall product quality.
In addition, the company is progressing with its commitment to remove artificial colours from its US product portfolio by the end of 2027. Executives said advances in natural colour technology are helping to improve product appearance and reduce concerns about maintaining the visual appeal of brightly coloured confectionery products.
The company said several future product innovations already under development will use naturally sourced colours as part of its broader portfolio transformation strategy.