Online Exclusive: Marketing News


Chocolate Marketer Considers Name Change to Reflect New Strategy

By Published on .

Most Popular
NEW YORK ( -- Hershey Foods Corp. said today it has split its domestic business into two divisions, confectionary and snacks. Thomas Hernquist, senior vice president and chief marketing officer, was named president of the U.S. Confectionary group.
Hershey may slightly change its name to reflect its new marketing strategy.

New president sought
A search is still underway for a president of Hershey's new snacks unit, as the marketer continues its strategy of expanding further into the broader snack arena.

Mr. Hernquist will continue to manage Hershey's retail outlets, including Hershey's Chocolate World visitors' center, Hershey's Time Square store and the new Hershey's Chicago store, set to open in this spring.

Name change
Hershey has also said it is recommending to stockholders that it change its name from Hershey Foods to Hershey Co. to better reflect its confection and snack focus. Hershey in the past has owned pasta and sauce brands among other foods that merited the addition of the "foods" but has since divested itself of those brands.

In this article: