Hershey has overhauled its US commercial structure, making changes to the way it takes its sweet, salty and protein product ranges to market.
The move, announced yesterday (16 March), will see the snacks group integrate commercial planning and “retail execution” across the three categories.
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In the statement, Hershey said the model marks the first time it has unified its “brand power, category strategies and consumer insights” within one structure.
“The evolution scales the commercial capabilities of its iconic US confection brands with the speed and agility of its salty and protein portfolios,” the company said.
President and CEO Kirk Tanner said: “Our brightest moments come from talented people working together across functions to deliver bold thinking.
The group will continue to report North America Confectionery and North America Salty Snacks as separate segments, alongside its International business. The protein brands – including One and Fulfill – will remain within North America Confectionery.
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By GlobalDataA Hershey spokesperson added: “This is a shift in how we plan and go to market – moving from category-by-category commercial planning and retail execution to an integrated approach built around total snacking occasions. It’s a change in how we work, not how we report.”
As part of the reorganisation, several Hershey executives have taken on expanded responsibilities with immediate effect.
Andrew Archambault, president of the company’s US operations, will extend his remit to cover the full domestic portfolio, including commercial planning and execution, category leadership, customer relationships and retail execution.
Stacy Taffet, chief growth & marketing officer, will take on marketing leadership across the full portfolio, while chief brand officer Vero Villasenor will move into a new title focused on global brand activation.
The spokesperson also confirmed there will be no impact on jobs because the shift is not a “restructuring” move.
“The change reflects the integration of marketing and customer planning work that was previously done separately – bringing those teams together to work as one,” she added.
