Food Business News - February 16, 2021 - 14

Price increases, sugar-free
innovation on tap from Hershey

Hershey plans to
increase prices on
products that impact
10% of company sales.

HERSHEY CO.

HERSHEY CO.

HERSHEY, PA. - The Hershey Co. plans to
raise prices on products that impact 10%
of company sales in fiscal 2021. The price
increases are expected to start during
the fourth quarter of this year and flow
through the first quarter of fiscal 2022.
The announcement was made during a
pre-recorded call on Feb. 4 that discussed
the company's fiscal 2020 financial results, which ended on Dec. 31.
" We remain committed to our
strategy of smaller, more frequent pricing
actions to respond to changes we are seeing in the marketplace and enable strong
business reinvestment, " said Michele
Gross Buck, chairman, president and chief
executive officer.
Ms. Buck added the last price increases on the affected items occurred in 2014
and 2015.
The Hershey Co. also plans to introduce more zero-sugar items and organic
products during fiscal 2021.
" Our sugar-free platform has been performing well, and we believe this will enable
us to reach more households and provide
consumers with more great tasting ways to
enjoy their favorite Hershey brands, " Ms.
Buck said. " And while the organic chocolate
market is small, it is growing rapidly, and we
are excited to bring consumers great tasting
organic versions of Reese's and Hershey's
through this targeted launch. "
Responding to a question from a
financial analyst, Ms. Buck called the
zero-sugar initiative a relaunch.

14

Food Business News

" The bulk of the relaunch is about
repositioning sugar free in a way that is
more contemporary, " she said. " You look
at beverages and zero sugar and lots of
other categories. I mean those products
are just positioned entirely differently in a
much more contemporary way. And that's
really our goal. "
Hershey had a strong year in fiscal
2020. Net income rose to $1.28 billion,
equal to $6.30 per share on the common

'We remain committed to our strategy of smaller, more frequent pricing
actions to respond to changes we are
seeing in the marketplace and enable
strong business reinvestment.'
- Michele Gross Buck,
The Hershey Co.

stock, up from $1.15 billion, or $5.64 per
share, the year prior.
Annual sales finished at $8.15 billion,
up 2% from $7.99 billion in fiscal 2019.
" COVID-19 has had a positive impact
on certain confectionery products and
channels while having a negative impact
on others, " Ms. Buck said. " Despite
changes to what and where consumers are
eating, we have seen our category and our
trusted brands remain important, particularly when it comes to celebrating seasons

and spending time at home with family.
We believe we have a strong and balanced
plan to meet consumers' needs as they
change throughout the year. "
The company's annual advertising
spend in fiscal 2020 was flat in North
America compared to 2019, but management plans to raise it in fiscal 2021 to
maintain market share gains.
" If you think about 2020, our spending was down a little bit because we pulled
back on some parts of the portfolio that
we thought just weren't relevant, like refreshment this year, " Ms. Buck said. " And
so, part of our increase is restoring some
spend levels in some of those areas. And
that's part of what's driving up some of our
spending as well. "
The company did not provide specific
guidance for fiscal 2021 but did say performance is expected to be in line with its
goals of 2% to 4% net sales growth and 6%
to 8% earnings-per-share growth. In the
North America business unit, management expects its recent performance and
momentum to continue into the first
quarter due to sustained elevated sales of
take-home and seasonal chocolate as well
as additional marketplace share gains.
Second-quarter and second-half results
are expected to moderate given strong
2020 performance. In the International
& Other segment, the company expects
stabilizing sales trends across most markets, however the pace and magnitude of
recovery remains uncertain.
" We expect volatility to continue
in 2021, " said Steven E. Voskuil, chief
financial officer. " However, we have good
visibility into the first quarter and are
confident we can deliver another year
of balanced sales and earnings growth
in 2021. From a top-line perspective, we
believe many trends we saw in Q3 and Q4
will continue into the first quarter of 2021.
" As we move through the year, our
performance will be impacted by the
progression of COVID-19 cases and the
vaccine rollout, as well as potential changes to competitive dynamics. For the full
year, we do not expect material changes in
innovation, promotion or inventory levels.
We do, however, expect inventory to be a
tailwind in the first half of the year and a
headwind in the second half. " FBN
February 16, 2021



Food Business News - February 16, 2021

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Food Business News - February 16, 2021 - 1
Food Business News - February 16, 2021 - 1
Food Business News - February 16, 2021 - 2
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