Hershey's One Hershey overhaul unites Reese's, SkinnyPop under one strategy

Hershey has launched a new business model called One Hershey, bringing all its U.S. brands under one umbrella for the first time. The move follows a nine-day stock decline, which reversed with two consecutive days of gains. CEO Kirk Tanner, appointed in August, is leading the restructuring effort.

The restructure consolidates well-known brands like Reese's, SkinnyPop, and protein products into a single commercial unit. U.S. President Andrew Archambault will now oversee all planning and customer relations under the unified system. The goal is to streamline decision-making and better adapt to market changes.

Nitin Jain has been named Chief Strategy Officer, reporting directly to Tanner. Analysts at Morgan Stanley responded positively, raising their price target from $238 to $247 while keeping an Overweight rating.

Hershey remains the top U.S. chocolate manufacturer with around 15% market share. However, competition from Mars and Mondelēz has intensified in a market growing by just 2-3% annually between 2023 and 2025. The new model aims to strengthen the company's ability to leverage its full brand portfolio.

The One Hershey strategy marks a shift in how the company manages its brands and responds to competition. After a recent dip, the stock has rebounded, reflecting investor confidence in the restructuring. The changes are designed to improve agility and capitalise on Hershey's market position.