Reese’s Loves You Back

Get ready peanut butter and chocolate lovers, Reese’s is now loving you back! With all the love for Reese’s out there, the iconic brand will reward its loyalists by giving away up to $2.5 million in cash prizes toward gasoline and groceries through its Reese’s Loves You Back promotion. In addition, Reese’s fans will be introduced to the latest perfect combination to join the Reese’s family – Reese’s® Dark Chocolate Peanut Butter Cups. Reese’s enthusiasts can start feeling the love in June 2009 when the Reese’s Loves You Back promotion and Reese’s Dark Chocolate Peanut Butter Cups will be available at retail.

“Reese’s fans are very enthusiastic about the perfect taste experience that only Reese’s can deliver, and we believe our loyal customers deserve to be thanked and given something back for their devotion to the brand,” said Michele Buck, Senior Vice President and Global Chief Marketing Officer, The Hershey Company. “As the cost of gasoline and groceries rise, we saw the combination of putting cash back into consumers’ pockets and the launch of the delicious new Dark Cup taste experience as a perfect way for Reese’s to give back.”

The Reese’s Loves You Back on-pack, instant-win promotion invites consumers to look inside specially-marked wrappers of Reese’s Peanut Butter Cups, Reese’s Dark Chocolate Peanut Butter Cups, Reese’s Big Cup Peanut Butter Cups, Reese’s® Pieces® Candies, Fast Break® Candy Bars, ReeseSticks® Wafer Bars Reese’s® Nutrageous® and Reese’s Whipps™ for a chance to win up to $2.5 million in cash prizes in $10, $25 and $100 increments. Specially-marked Reese’s products are available in June while supplies last at mass, grocery, drug and convenience stores. The Reese’s Loves You Back promotion runs through December 31, 2009.

Tempting Reese’s lovers to visit the dark side, Reese’s Dark Chocolate Peanut Butter Cups feature the perfect combination of irresistible Reese’s peanut butter wrapped in dark chocolate. Beginning in June, Reese’s Dark Chocolate Peanut Butter Cups standard 2-cup packages, 6-packs and Reese’s Miniatures Dark Chocolate Peanut Butter Cups will permanently join the Reese’s family nationwide at mass, grocery, drug and convenience stores.

For additional information on the Reese’s Loves You Back promotion or Reese’s Dark Chocolate Peanut Butter Cups, visit www.reeses.com.

About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and more than 12,000 employees. With revenues of more than $5 billion, Hershey offers such iconic brands as Hershey’s, Reese’s, Hershey’s Kisses, Kit Kat, Twizzlers and Ice Breakers as well as the smooth, creamy indulgence of Hershey’s Bliss. Hershey is a leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey’s Special Dark and Hershey’s Extra Dark. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, Joseph Schmidt and Dagoba as well as Starbucks Chocolate. For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where we live, work and do business. The Milton Hershey School, established by the company’s founder in 1909, provides a nurturing environment, quality education, housing, and medical care at no cost to children in social and financial need. The School is administered by the Hershey Trust Company, Hershey’s largest shareholder, making the students of Milton Hershey School direct beneficiaries of Hershey’s success. Please visit us at www.hersheys.com.