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    Just The Answer – the Starbucks, Hershey tie-up

Just The Answer – the Starbucks, Hershey tie-up

Given how jealously brands guard their heritage and image, co-branded initiatives are fairly rare and are approached with delicacy and no little trepidation. The recent collaboration between Hershey and Starbucks in the premium chocolate sector offers a fascinating insight into what happens when two iconic brands join forces. Wendy Pi?ero, vice president consumer products at Starbucks, spoke with Michelle Russell about the challenges and opportunities the joint venture presents.

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