Friday November 2, 2012

Hershey Exploring Marketing Approaches For Air Delight

Hershey, PA — The Hershey Co.'s CEO John Bilbrey addressed apparent struggles with marketing the company's Air Delight products in a conference call regarding third quarter earnings.

The Air Delight line, which includes bar and kisses, was outperformed by other new launches from the company. Rolo Minis are selling ahead of projections, while Simple Pleasures are selling at rates within the company's assumptions, Bilbrey said.

“With regard to Air Delight, we're still trying to work through our communication messages,” Bilbrey said, adding that it performs well in certain countries. “I wouldn't say it's something we're not committed to, because we're very committed to getting it figured out, but I think it's also different enough and new enough that it's going to continue to take some work for us.”