1. New England Cycle 6 REM Conference Call May 11, 2010

2. 2 Meeting Agenda Customer Planning and Execution –Food Shaw’s (Rick Rohrbach) Hannaford (Melissa) Stop and Shop (Matt) Market Basket (Andrew) Wal-Mart (Adam) Top-line Business Results –Overall –Wal-Mart –Food CSR (Bethany Kucharik) Injury Prevention Conference Call

3. 3 Big Wins Cycle 5 Ashley and Matt – Wal-Mart –Gaining Commitments in all Market Stores Mandatory Feautres of…Twizzler Front Endcaps, S’Mores Cartrail, Syrup Front Endcaps Jason and Tim – Wal-Mart –Gaining Commitments in all Market Stores 2+ S’Mores Displays/Store ??

4. 4 x Business Commitments - Easter At least one BDP/RSR submitted 95% Sell Through – Wal-Mart.5 Share Gain - Food New England: 89% - 10th Rank National: 87%

5. 5 Wal-Mart POS Overview

6. 6 Less then $7K in incremental volume separates the teams

7. 7 Food Business Topline – 4.17.2010 Highlights: $ Share of Market $ Share Chg Market

8. Focus on Your Own Wellness and Safety May 2010

9. 9 Key Messages We have been receiving calls from the field regarding injuries that are preventable. We need to rely on ourselves and each other to work at a level and pace that does not encourage unsafe actions or preventable injuries We can be productive, efficient and safe at the same time.

10. 10 Through April Our Field Sales Team has reported nearly twice as many injuries as in the same time period last year. Injuries stemming from: –Over exertion – strains and sprains –Moving too quickly and not paying attention to surroundings – slips, trips and falls –Handling more product than necessary –Not holding customers accountable for displaying product in their stores Source: IRI…

11. 11 What Will We Do About This? Stop Start Continue

12. Let’s Be Careful Out There!

13. Wal-Mart

14. 14

15. 2010 Cycle 6 Retail Execution Meeting May 2010

16. Key Messages YTD thru April, Total Walmart is 98.1% of Plan with 12 districts above objective S’mores is off to a fast start with wave 2 product shipping week 16 The first FSI is dropping May 16 th TAB Week 17 Hershey’s Syrup is projected to be +23.1% in 2010 driven by our Summer Rollback program that will be our biggest ever! 200K cases of bonus (2.5x the 2009 volume) $1.68 Rollback on the entire syrup $1.88 Rollback on the entire topping line Key programs for Cycle 6 include Rollbacks on CPC, Giant Bars and Standard Bars The Rollbacks on King Size, Twizzlers, and Bliss will continue as well as the EDLP’s on 8-packs, Theater Boxes, and NEW Hershey’s Pieces Flawless execution at retail is critical to our success; leverage retail tools to sell and maintain your “A” displays

17. 17 CYTD POS $ vs. Plan Hershey’s POS is $493.2M, +6.6% vs. 2008 & 98.1% vs. Plan Source: Retail Link - Walmart Week 201013 (WE April 30, 2010)

18. 18 The Central Area generated $125.1M in POS, 96.7% of Plan Source: Retail Link - Walmart Week 201013 (WE April 30, 2010) CYTD POS $ vs. Plan

19. 19 The Northeast Area generated $111.8M in POS, 96.9% of Plan Source: Retail Link - Walmart Week 201013 (WE April 30, 2010) CYTD POS $ vs. Plan

20. 20 The South Area generated $148.8M in POS, 99.4% of Plan Source: Retail Link - Walmart Week 201013 (WE April 30, 2010) CYTD POS $ vs. Plan

21. 21 The West Area generated $98.6M in POS, 98.9% of Plan Source: Retail Link - Walmart Week 201013 (WE April 30, 2010) CYTD POS $ vs. Plan

22. 22 Key Promotional Program Recap

23. 23 Leverage all elements of the S’mores program (FSI’s, Walmart and National TV advertising) to secure multiple display locations for the peak season Memorial Day 5/31 July 4th Wave 2 (33% of order) Wave 3 (27% of order) PEAK SEASON (50% of total season sales) Weeks 10-32

24. 24 The Syrup Rollback is being supported with 200K of Bonus, 2 FSI’s, and Walmart TV advertising Memorial Day 5/31 July 4th Wave 2 (114K Cases) Walmart TV Weeks 14-33 COMAC

25. 25 New Promotional Programs

26. 26 Packaged Candy, Walmart’s #1 Hershey Packtype, will ship wave 1 to support the 2/$5 Rollback week 16 Memorial Day 5/31 July 4th Wave 1Wave 2 National TV Advertising Weeks 14-21

27. 27 #1 Packtype in Department 1 Pre-sell SSO quantities and secure commitments for “A” display locations when product arrives The 2009 CPC Rollback saw sales lifts of 121% vs. base generating $8.6M in POS

28. 28 The Standard Bar Rollback will drop week 18 and be supported with 3 SSO’s and Brand Advertising Memorial Day 5/31 July 4th Wave 1Wave 2 National TV Advertising Weeks 18-30 Tray 1Tray 2Tray 3

29. 29 Continue to execute the Giant Bar PDQ’s and place manual orders where necessary Memorial Day 5/31 July 4th National TV Advertising Weeks 12-22

30. 30 Yearlong Rollbacks and EDLP’s

31. 31 YTD King Size is +27.3% and will be supported with an SSO the first week of Cycle 6 & 7 Memorial Day 5/31 July 4th SSO National TV Advertising Weeks 1-39 Tray 1Tray 2Tray 3 SSO

32. 32 Continue to secure/maintain displays on King Size in support of the Iron Man 2 movie launch Leverage our tie-in w/Iron Man 2 and our National TV advertising on our core brands YTD Hershey’s King Size has generated $31M in POS, +27.3% vs. 2009

33. 33 Ensure execution of the week 17 Twizzlers Rollback SSO for the Memorial Day holiday Memorial Day 5/31 July 4th SSO National TV Advertising Weeks 5-48 FSI

34. 34 Yearlong EDLP YTD 8-Packs are +44.1% vs. 2009 generating over $34M in POS Memorial Day 5/31 July 4th SSO National TV Advertising

35. 35 Continue to drive Theater Box POS by cross merchandising with other $1 packtypes Memorial Day 5/31 July 4th SSO National TV Advertising Yearlong EDLP

36. 36 Continue to secure/maintain secondary display activity on our Bliss and Hershey’s Pieces line

37. 37 Ensure continued execution of the Gum & Mint PDQ’s as it is critical to the overall success in D82 Memorial Day 5/31 July 4th National TV Advertising Tray 1Tray 2Tray 3

38. 38 Base Business Distribution on all authorized items for the store (tagged, in-stock, correct # of facings) Rollback signage on all items on Rollback Cycle 6 Key Programs S’mores, Syrup, CPC 12oz, and 2/$1 Standard Bar Rollbacks Presell execution of all SSO quantities Leverage FSI, TAB, and COMAC where applicable Follow retail execution guides Use good business judgment when placing manual orders to maintain displays Target secondary locations to sell thru residual promotional product Yearlong Rollbacks/EDLP’s Twizzlers, King Size, Bliss, 8pk/Theater Boxes, and HSY Pieces 8pks, Bliss, King Size - Utilize the merchandising sheets to punch in everyday items to obtain or maintain your “A” displays Ensure 100% distribution/in-stock on all items on the side counter Place rollback signs on all items Ensure execution on all SSO’s in “A” display location when product arrives Utilize POS reports and place manual orders to maintain displays Cycle 6 Action Plan

39. Hannaford

40. 40 See Retail Execution Plan and Abbreviated Executive Summaries

41. 41 New store Lane Blockers set to Plano gram 4x4 set to planogram( same Plano gram )Feb.-April 2010 Syrup rack by Milk Hershey XL bars in store spinner rack Summer Bonus Twizzlers off shelf promotions Summer S’mores 6-pack off shelf endcap display Bottle Packs: Sell spinner rack display Ice Breaker shipper 96 ct to all stores (BOGO tear pad included with header) King size shipper,238ct. To all stores Standard bar 456ct. To all stores Reese Snack size and Kit Kat snack to all stores GRAND TOTAL = 11 P.O.I. *Drive for 35 distribution: Milk XL bars, Alm XL bars,Straw Twizzlers and Milk 6-pks always full on gondola. * Front ends 100% distribution and tagged per new planogram; pull at store level to check. Looking ahead: 6/20 Summer C0-marketing (mandatory displays of Pieces 60ct,Mini carton 600 ct. Syrup 120 ct) Hannaford Notes : Choc. Pkg 11 oz. @$3.39 and 40 oz. @$9.99 from 1/3-8/7/10. EDLC: Pkg Choc 19.75 oz $5.49 & Twizzlers 16 oz./Bonus 2/$4.00. Leverage reduced price points to gain off shelf displays. Consult with KDM to increase minimums..Focus on Summer. A/B stores to receive the Kraft/ S’mores module. HANNAFORD “GOLD STANDARD” P.O.I. Cycle 6: May 17 th – June 11 th 2010 POI This Cycle

42. Shaw’s

43. 43 See Retail Execution Plan and Abbreviated Executive Summaries

44. Standard Bars Big Box King Size Syrup Summer Challenge 10/$10 pricing ALL Year!! Profitable basket building opportunity Drive 10/$10 zone sales with Big Box Hershey 24oz Syrup (5/28 – 8/19) Mapped location in Dairy (5/28 – 8/19) FSI – 5/23 Save $1 off 2 Syrups Twizzlers $1.99 (4/30- 9/16) Hershey 6pks 2/$6 (4/30 – 10/14) Capitalize on this growing usage occassion Standard Bars B2G1 Free (5/28 – 6/24) XVB Buy 2 Coke 20oz Get 2 Standard Bars FREE – (6/11 – 6/17) Highly impulsive packtype King Size $1 (6/25 – 7/22) King Size will be on promotion every other Period King Size is a profitable packtype for the 10/$10 zone

45. 45 Promotional Calendar – SUPERVALU Period 4 & 5

46. 46 Hershey Big Box  Profitable basket building opportunity  Highly impulsive packtype  Merchandising solution – Hershey Hutch  29% Profit UPCShaw’s CodeQTY Whoppers Big Box Milk Duds Big Box Good N Plenty Big Box Reese’s Pieces Big Box Twizzlers Big Box 10700-02440 10700-02152 10700-08813 34000-11470 34000-54151 71032 71031 70117 72217 72250 _______ 10/$10

47. Stop and Shop

48. 48 See Retail Execution Plan and Abbreviated Executive Summaries

49. Ice Breaker/Breathsaver Mint Tins Stop & Shop U-Scan Merchandising Solution

50. 50 Key Messages Stop & Shop banner has provided support on placing our 3-Tier Mint Display on all U-scan Racks Merchandising units will support getting 3 of our TOP performing mints on front ends –Breathsaver 3HR Spearmint, IB Cool Mint Tin & IB Wintergreen Tin Merchandising units will be implemented through our Hershey retail team based upon operations support –Average 4 U-scans per store – projected placement of 1,480 merchandising units –Set up will begin the week of 5/24 based upon normal call coverage Merchandising initiative has the potential to generate $501K in mint factory sales plus impacts our “Drive for 35” ACV goals in 2010

51. 51 Ice Breaker/Breathsaver Mints U-Scan Merchandising Solution

52. 52 Mint 3-Tier U-Scan Rack Authorization Letter

53. 53 Mint 3-Tier U-Scan Rack POG Top – IB Cool Mint Tin Middle – IB Wintergreen Tin Bottom – BS 3HR Spearmint Please ensure proper signage on racks Consult with GM to ensure CAO is updated based upon increased rate of sale

54. 54 Mint 3-Tier U-Scan Rack Installation Guide Remove Tape from Rack to expose magnet… attach to U-scan Panel Use One Clamp and attach/tighten to IB Rack & U-scan w/tool included Ensure rack is tight to U-scan. 1 Clamp is primary support to Uscan & Rack Set up POG, Tags, and ensure CAO is updated Finished Visual CRITICAL!!! – PLEASE ENSURE THAT RACK IS FLUSH. WE MUST ENSURE THAT NONE OF THE SHELVES STICK OUT BEYOND U- SCAN RACK WHICH WOULD IMPEDE INTO THE SHOPPERS AISLE. CRITICAL FOR SET UP

55. 55 Hershey Retail Team 3-Tier Rack execution goals Racks arrive to RSR’s (4 per store) –Wave #1 week of 5/17 (also will get all clamps this week) –Wave #2 week of 6/7 Based upon normal call coverage implement program starting 5/24 –Use authorization letter where needed plus buyer communication will go out to all Stop & Shop stores prior Set up racks according to POG, pack out, tag, and leave re-order for next call (punch in sheet attached) All U-scan racks set to expectations by 6/25 –If more racks are needed after initial placement based upon # of U-scans please direct to district advocates –Any obstacles please let me know Store # and Mgr’s Name

56. 56 ICE BREAKERS Cool Mint 1.5oz, 8ct, 34000-72060 #010164 BREATHSAVER 3HR Spearmint 1.2oz, 8ct, 34000-74136 #064331 ICE BREAKERS Wintergreen 1.5oz, 8ct, 34000-72062 #010170 ICE BREAKER & BREATHSAVER MINTS (3 Tier Rack per U-scan) - Retail Price $1.99, 41% GP Ice Breaker/Breathersaver Punch In Sheet…Stay in STOCK!

57. 57 Program Projected Results @ Stop & Shop All U-scan racks set to expectations by 6/25 Racks have the potential to deliver $501K –4 U-scan racks per store (avg) –$112.90 store rack fill (12 boxes) –$1,354.75 racks turn 2x per month over 6 months in store –$501,258 racks turn 2x per month in 370 Stop & Shop stores Increases our ACV on mints to support Drive for 35 objectives

58. Market Basket

59. 59 See Retail Execution Plan and Abbreviated Executive Summaries

60. 60 Questions and Needs