In the early 1920s, H.B. Reese, an employee of The Hershey Company, started making candy in the basement of his Hershey home in the USA. Today, globally the Herhey’s & Reece’s product line includes over 100 candy bars, spreads, cookies, and cereals.
Once first reviews were concluded, we successfully entered Hershey’s & Reese’s in the category against Cadbury and Mondelez with a very strategic approach and positioning.
The data told us consumers were craving something different – not a duplication, hence why we entered with a Cookies & Cream and Peanut Butter Cup offer – first to market back in 2014.
We picked Stock Keeping Units (SKU’s) that offered differentiation and an opportunity to create new trends. We did this by analysing category spend data and where customers were loyal and where they weren’t.
The data told us consumers were craving something different – not a duplication, hence why we entered with a Cookies & Cream and Peanut Butter Cup offer – first to market back in 2014.
Two SKU’s ranged in every site for Woolworths and Coles, followed by P&C, along with some independents.
The products achieved ‘units per store per week’ (USPSW) that outperformed current SKUs in the category. We successfully grew the portfolio and launched new products, including the Hershey’s Gold bar that increased sold units throughout Australia.
On the back of earlier successes, we entered into the baking aids and ice cream topping categories, where you can still find Hershey’s products today at premium price points.
We disrupted the FMCG categories and pulled share in their target categories year-on-year. Shortly after this, the business we represented was acquired by PFD Foods, who decided to bring the sales all in-house.
James, Consult Group
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