The Hershey Co. showcased a slew of new products under several of its popular brands, as well as new promotions that are sure to attract customer interest, at last month’s All Candy Expo in Chicago. Retailers are certain to reap the benefits this year as excited consumers stop in to try new versions of their favorite products, and attempt to win prizes through sweepstakes.
New Promotions
The company has a myriad of new promotions coming up this summer to help consumers reward themselves in a tough economy.
Hershey’s and Kraft Foods have teamed up to help the almost 60% of families considering “Staycations” or stay-at-home vacations create affordable and memorable backyard getaways, featuring classic s’mores. Jen Singer, MommaSaid.net blogger and GoodHousekeeping.com contributor is helping the cause, providing suggestions on how cash-conscious families can have backyard fun, including using graham crackers, Hershey’s chocolate and marshmallows to make s’mores.
To further promote the idea, The Hershey Co. also joined with country music star Rascal Flatts and is an official sponsor of Night at the Museum: Battle of the Smithsonian. Now at retail, Hershey’s “Win a Night in the Museum” on-pack, instant win promotion celebrates the May 22 debut of the Night at the Museum sequel by giving five lucky winners a chance to spend a night at the Smithsonian’s National Air and Space Museum. The grand prize will bring the museum to life with a VIP after-hours tour and an exclusive museum gallery sleepover.
To thank its loyal fans and reward their devotion to the brand, Reese’s is launching the Reese’s Loves You Back promotion, giving away up to $2.5 million in cash, with winners finding prizes in $10, $25 and $100 increments inside specially-marked Reese’s products. Available on the specially-marked wrappers, the instant-win promotion runs June through Dec. 31, 2009, while supplies last.
Web Site For Retailers
To help retailers operate more efficiently, Hershey launched a new Web site, www.hersheysconvenience.com, for independent c-store retailers throughout the nation. The Web site will provide category insights and information on new products, while helping c-store owners and operators maximize sales potential. In addition, the Web site will offer exciting “c-store-only” programs and give c-store retailers a first-hand look at new products and current promotions. Membership is free, or retailers can upgrade to the Hershey’s Premier Partner Program, a specialized program with insights on customized menu options, performance allowances and instant rebates on various displays.
The Web site will also provide valuable information on category management, as well as Hershey’s top 33 c-store products. Overall, the site will be a powerful, yet convenient, tool for all convenience store retail partners who sell Hershey’s products.
New Products
Retailers had the opportunity to test the The Hershey Co.’s recent and upcoming new treats at the All Candy Expo. Available this spring, those who already love Bliss bite-sized pieces will enjoy Bliss chocolate bars in dark chocolate and milk chocolate with a meltaway center. Kisses brand will offer a new chocolate meltaway flavor. Nuggets double chocolate will combine extra creamy Hershey’s Milk Chocolate with rich Special Dark chocolate. Dark chocolate lovers can enjoy new Reese’s brand dark chocolate peanut cups. Also available will be Reese’s Select Crèmes, which wrap creamy peanut butter in milk chocolate. New Twizzler Sweet & Sour Filled features new flavors plus a tangy center filling. Hershey’s also has extended its portion control offerings with new 100 Calorie Whipped Vanilla Bars. And, Ice Breakers Spearmint Mints has introduced new flavors cool mint, wintergreen and cinnamon.
Available this fall, Hershey’s will offer Bliss white chocolate with creamy meltaway center. The new individually wrapped, bite-size chocolates will be offered in laydown bags. Cookies ‘N’ Chocolate Miniatures will debut a flavor assortment with three unique miniature chocolate varieties in one laydown bag, including cookies ‘n’ crème, cookies ‘n’ milk chocolate and milk chocolate. Sugar Free Assortment Miniatures will provide sugar-free varieties for some of Hershey’s most popular chocolate varieties, including caramel filled chocolate and solid chocolate bars. Hershey’s also will turn some of its most iconic candies into bit-size pieces wrapped in a crunchy candy shell. Offering the big flavor consumers love in smaller bites, the new Pieces line will feature individually packaged Almond Joy Pieces, Hershey’s Special Dark Pieces, Reese’s Pieces and York Pieces in a portable and resalable stand-up bag.
The new varieties on old favorites are sure to drive sales in the candy category for retailers this year. Retailers can gain further business by going the extra mile and educating consumers on the new twists on their favorite treats.
