At a convenience store outside Philadelphia, bars of Hershey-branded Cookie Layer Crunch tantalized shoppers with “dark chocolate bars with chocolate-chip cookie bits and mint creme.” So was the new 200-calorie minty treat selling? “Not so much,” cashier Mary Beattie said.
The ABA Journal received an honorable mention for magazine of the year in its revenue category in the national ASBPE Awards of Excellence honoring business-to-business journalism. The awards were given by the American Society of Business Publication Editors in St. Petersburg, Florida, on Thursday. The ABA Journal also won a national gold medal for its government coverage.
Company CEO Michele Buck says she wants to “reignite” its core confection business while reformulating and resizing sugar-rich products and even looking beyond candy. One new product theme is the Cookie Layer Crunch, a chocolate bar with cookie bits plus caramel or creamy mint. Herein lies the challenge for the Hershey Co.: how to squeeze more revenue from its brands with new flavours and a “lighter eat” as the company navigates such trends as e-commerce and sugar-wary consumers.