1. Zero Movers in REX March 2012

2. Key Messages Distribution is a critical building block in the 2012 Food plan Achieving the goal of increasing distribution an average of 2 items per store in Food will contribute to a growth of $23M in factory sales in 2012 Driving distribution supports Hershey’s increased media spend and delivers both brand and category growth Zero movers in REX is a new capability that allows our retail team to target and correct authorized, store specific, distribution voids on a cycle basis Programs + Execution = Results!

3. Achieve Conversion Sweat the Execution Deliver Today. 2012 Sales Imperatives 2012 FOOD GOAL Grow Share and Deliver Profitable Sales of $1.73 Billion, or +3.4%. I I Drive Innovation Deliver Net New Distribution Achieve Gold Standard Prescriptive Sell Own Entry Anchor Display; Announce the Season Create Seasonal Solution Center Displays Leverage seasonal usage occasions Win Seasons Execute Holistic IC Promoted Pricing Strategy Secure everyday, permanent UScan placement Increase Display on key Packs via TSI Tool Optimize Everyday Price through Multiples Increase Confection Relevance and Space Achieve Category Captainship at Top 8 Customers FE, In-Aisle, Seasons Deliver Customer Distribution Targets; Total +2 Be First; Be Best 75% ACV in 8 Weeks; 80% in 12 weeks In-Store, On-Display, In-Ad Develop Continuity Support into Year 2

4. Distribution is a critical building block in the 2012 Food plan +3.4%

5. Source: Nielsen FDMxC 52wk Ending 1/28/2012 vs YrAgo CMG Dollar Sales % Chg FDMxC: 52wk Ending 1/28/2012 HERSHEY’S media investment drives brand & category growth Category Hershey’s 11.2% 2.0% 7.0% 8.0% 10.4% Hershey $ % Change FDMxC 52wk Ending 1/28/2012

6. Hershey’s US Working Media Index Driving distribution supports the increased media spend on core brands in 2012 +21% vs 2011

7. Zero Movers in REX: What is it? Capability that allows retail team to drive distribution and thus drive sales and share at store level Process identifies authorized items, for each store, that have had no movement through register in last 4 weeks then loads those items into REX –Store level zero movers Data comes directly from Nielsen for each individual store –REX will be updated the Sunday prior to each new cycle with new data for each store RSRs will utilize REX to close distribution voids that appear for each store –All items loaded into this capability are AUTHORIZED for every store within that customer Nielsen and REX will validate distribution monthly and a comprehensive roll-up report will be available to retail leaders

8. Zero Movers in REX Test: Retail Call to Action Beginning Monday, March 26 th, retail teams will check distribution in various Food store calls by referencing the Zero Movers items once per cycle (see slide 10) Action codes listed in REX will report findings –OOS: item is tagged but not in store –Authorized Not Tagged: Item is authorized but not currently cut into store plan-o-gram –Not Authorized*: Item is not available in store plan-o-gram due to set size or no authorization code available on CAL *Note: All items appearing within Zero Movers ARE authorized If item is already in distribution; Check the “Dist” flag next to Action Code The following action codes are for WalMart stores Only: –Inv Found-Stocked; Oh Matches Telxon; PI Found-Adj Made; PI Found- No Adj Made

9. Zero Movers in REX Tutorial Store Cycle View Route List View Cycle Activities View 1. Select store from route list view2. Start Call 3. Go to Activities 4. Select Zero Movers from Activities view 1 3 4

10. Zero Movers in REX Tutorial Action Codes: 2 OOS-Suggested Order 3 Authorized-Not Tagged 4 Not Authorized Note: Every item included IS authorized for each store Zero Movers 5. Locate Zero Mover item(s) If Zero Mover item is in distribution 6. Place check mark under Dist 5 6 If Zero Mover item is not in distribution 7. Enter appropriate Action Code from drop down menu 7

11. Food Customer Implementation Cycle Breakdown *Giant Eagle began in Cycle 2

12. Action Steps DSMs should cover the Zero Movers capability during March conference call RSRs & RSMs must successfully synchronize REX Sunday night prior to each new cycle in order to download customer specific data Utilize Zero Movers capability each cycle in various food customers (as referenced in slide 10) to ensure 100% distribution Address and correct all Zero Movers for each store with your KDMs –Order product –Correct balance on hand –Locate product in backroom Communicate all feedback and successes of Zero Movers capability to Melinda Demos