Halloween meets GLP-1s: Hershey’s candy Super Bowl, with CEO Kirk Tanner

Kirk Tanner, CEO of The Hershey Company, navigates the challenges of sustaining a century-old brand by prioritizing cultural relevance and operational agility. The "One Hershey" initiative integrates the company's salty and confectionery divisions, streamlining interactions with retail partners like Walmart and Target. AI tools now empower the sales force by identifying high-impact opportunities in real-time, replacing manual data collection with dynamic, actionable insights. To adapt to evolving consumer behaviors, including the impact of GLP-1 medications, the company conducts empathy-driven home visits to understand real-time pantry habits and preferences. By focusing on core brand health and targeted innovation, Hershey maintains its market leadership while balancing the unique requirements of its charitable trust structure. This approach ensures the company remains competitive in a fast-paced retail environment where speed and deep consumer connection are paramount.