Blog: Hershey wakes up and smells the coffee
Dean Best | 5 March 2008
Hershey has taken what it hopes will be another small step on the road to recovery in the US.
The company’s tie-up with Starbucks is a bid to gain a greater presence at the end of the market where US chocolate sales are booming – premium, upmarket chocs.
Industry watchers have forecast that it is at the high end of the US chocolate market where the growth is going to be in the years ahead – but it has also been an unfamiliar category to Hershey in recent years.
The company has been left behind as the likes of Mars and Lindt have launched a series of products to cater for growing demand for posh chocolate among Americans.
Under new CEO Dave West, Hershey is taking steps to rectify the situation and an alliance with a ubiquitous brand like Starbucks is a wise move.
However, there will be no let up in the competition, with Cadbury Schweppes set to launch its organic chocolate Green & Black’s in the US this year.
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