Hershey's Turns Pink in Support of Breast Cancer Awareness

For the fifth year, The Hershey Company will turn pink in October to help raise awareness of breast cancer and honor survivors affiliated with the Young Survival Coalition (YSC), the premier international organization dedicated to the critical issues unique to young women and breast cancer. During Breast Cancer Awareness Month, Hershey’s Bliss® chocolate will feature special edition pink ribbon wrappers and packaging to showcase the company’s commitment to educating women, supporting research and finding a cure for breast cancer. Hershey’s Bliss chocolate also will honor young survivors by featuring real women and their stories on in-store displays. To raise additional awareness for women under 40 struggling with the disease, Hershey’s will once again host a four-day charity bike ride, the Hershey’s® Tour de Pink, and an online Virtual Charity Ride, which invites consumers to get involved and show their support for the YSC.

“The Hershey Company is so proud to support such a remarkable organization that positively impacts and changes the lives of young women faced with the emotions of dealing with breast cancer. Hershey's has donated nearly $1.5 million to the YSC over the past five years and continues to stay committed to the organization,” said Michele Buck, Senior Vice President, Global Chief Marketing Officer, The Hershey Company. “This year we are honoring and sharing the inspiring real faces of breast cancer survivors and we hope that these survivors move consumers, just as they have moved Hershey’s associates, to get involved in the four-day charity bike ride or online Virtual Charity Ride.”

Young Survival Coalition (YSC) is the premier international organization dedicated to the critical issues unique to young women and breast cancer. YSC works with survivors, caregivers, and the medical, research, advocacy and legislative communities to increase the quality and quantity of life for women diagnosed with breast cancer ages 40 and under.

“The Hershey Company’s support of the Young Survival Coalition helps us to continue to offer outreach programs and services for young women battling breast cancer,” said Lisa J. Frank, Co-Founder of Hershey’s Tour de Pink and Board Member of the Young Survival Coalition. “Through consumer participation in Hershey’s Tour de Pink four-day charity bike ride and Virtual Charity Ride, we’re able to bring awareness about YSC to many communities and, in turn, raise critical funds for the vital programs we provide to our constituency and their families.”

The Hershey Company will donate $300,000 to the YSC in 2009, raising awareness for breast cancer and funding critical programming and education.

Join The Cause: Hershey’s Tour de Pink and Virtual Charity Ride
This year, The Hershey Company invites consumers to actively show their support for the YSC by registering to be a part of the Hershey’s Tour de Pink four-day ride. The 220-mile bike ride from Hershey, Pa., to New York City will take place October 2 to October 5. For the second year, consumers across the country can also get involved in their community by joining the Hershey’s Tour de Pink Virtual Charity Ride. Challenging consumers to pedal 220 miles from now until October 5, 2009, the Hershey’s Tour de Pink Virtual Charity Ride gives consumers the resources to host their own YSC fundraising effort. Virtual Ride participants are required to raise a minimum of $250 in order to receive an official Hershey’s Tour de Pink jersey. Participants can choose a bike of their choice, from a stationary bike to a bicycle built for two, or a combination of bicycle types, to log the 220 miles required to complete the virtual ride. Consumers can participate as an individual or as a team, logging miles online. For more information or to register to ride in the four-day Hershey’s Tour de Pink or to become a virtual rider and participate in your community, visit www.hersheyspledge.com.

Pink Pride: Hershey Limited-Edition Pink Products
For the first time since its April 2008 launch, limited-edition Hershey’s Bliss chocolate Pink products will be available September through October at participating mass, grocery and specialty retailers. All Hershey’s Bliss chocolate products will feature Pink ribbon wrappers and packaging in honor of Breast Cancer Awareness Month and in-store displays will feature survivors affiliated with the YSC.

About the Young Survival Coalition
The Young Survival Coalition was founded in 1998 by three women diagnosed with breast cancer under the age of 35 who were discouraged by the lack of information available to young women diagnosed with the disease. With revenues of $2.5million, over 23,000 constituents, seventeen staff people and twenty-four affiliates, the YSC works to change the face of breast cancer by advocating for more research on young women and breast cancer and providing this underserved population with programs and services specific to them. The YSC also provides a peer-support network of survivors as well as vital resources to decrease the sense of isolation felt by young women affected by breast cancer.

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, Dagoba and 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.