The Hershey Company launches ‘ONE Hershey’ model to unify snacks, protein and confectionery portfolios
Hershey integrates its sweet, salty and protein businesses under a single commercial model to accelerate growth, improve coordination and strengthen its go-to-market strategy.
USA – The Hershey Company has introduced a unified US commercial operating model, bringing together its sweet, salty and protein portfolios under a single structure branded ‘ONE Hershey’.
The initiative marks the first time the company has integrated its brand strategy, category insights and go-to-market approach into one cohesive model, while also centralising global brand marketing efforts.
The move is designed to streamline commercial execution across all categories and improve coordination within its expanding product portfolio.
Under the new structure, Hershey aims to scale its core confectionery business alongside its faster-growing salty snacks and protein segments.
By aligning operations, the company expects to enhance speed to market and strengthen its ability to respond to evolving consumer preferences across multiple snacking occasions.
Kirk Tanner, president and CEO of Hershey, emphasised the strategic importance of the shift, stating: “Our brightest moments come from talented people working together across functions to deliver bold thinking. By activating our full portfolio as ONE Hershey, we’re better positioned to meet consumers wherever they are, create more moments of goodness and lead next generation snacking with speed and purpose.”
As part of the reorganisation, several senior executives have assumed expanded roles. Andrew Archambault, president of US operations, will now oversee the full domestic portfolio, including commercial planning, category leadership, customer relationships and retail execution.
Meanwhile, chief growth and marketing officer Stacy Taffet will lead marketing across the entire portfolio, and chief brand officer Vero Villasenor will transition into a new role focused on global brand activation.
A company spokesperson confirmed that the changes will not result in job losses, noting that the shift is not a restructuring effort.
“The change reflects the integration of marketing and customer planning work that was previously done separately – bringing those teams together to work as one,” the spokesperson said.
The move follows leadership changes in 2025, when Tanner succeeded Michele Buck as CEO. It also aligns with similar streamlining efforts by major packaged food companies seeking greater efficiency and agility.
Looking ahead, Hershey expects 2026 net sales growth of 4% to 5%, supported by prior price increases. The company also forecast adjusted earnings per share between US$8.20 and US$8.52, exceeding market expectations.
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