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In a fireside conversation with moderator Mark Jeffries, Tanner outlined how Hershey is approaching innovation, consumer engagement, and policy advocacy at a time when both opportunities and challenges are reshaping the category.
“The growth is the most energising — the opportunity,” Tanner said. “When you work on an idea and see it come to life on a shelf or digitally, you’re really proud of that.”
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Building a Culture of Fearless Innovation
Central to Hershey’s strategy is cultivating a ‘fearless’ approach to innovation.
Rather than waiting for ‘perfect’ ideas, the company is encouraging faster experimentation and accepting that some innovations may not succeed immediately.
“If something doesn’t work now, maybe it was just ahead of the curve,” Tanner noted, emphasising the importance of revisiting ideas as consumer trends evolve.
Innovation is also expected to come from across the business — not just from R&D or marketing teams — with consumer obsession acting as the guiding principle.
Understanding emotional connections — from everyday treats to gifting and celebrations — remains key to developing relevant products.
Anthony Myers
From Idea to Shelf: Demand, Commercialisation, Execution
Tanner described Hershey’s three-part approach to bringing innovation to market:
Demand creation.
Investing in brands, digital engagement, and R&D to generate consumer pull.
Commercialisation.
Working closely with retail partners to tailor innovations to specific shoppers and channels.
Execution.
Ensuring ideas come to life effectively in-store and across the digital shelf.
“A strategy is just on paper until it’s executed in front of the shopper,” Tanner said.
Retail Collaboration and the Digital Opportunity
Retail partnerships remain critical to unlocking growth. Hershey is increasingly co-creating with retailers — from store walkthroughs to joint planning — to ensure innovations resonate with shoppers.
At the same time, Tanner highlighted the digital shelf as a major frontier, particularly in recreating impulse purchases in online environments.
NEW: Hershey Unifies US Business Under ‘ONE Hershey’ Model
In a strategic update following SOTIC, Hershey announced a significant organisational shift designed to accelerate many of the priorities Tanner outlined on stage.
The company is unifying its US business under a new 'ONE Hershey' operating model to simplify its structure, increase agility, and improve execution across channels.
The move brings together previously distinct business units into a more integrated organisation, enabling:
- Faster decision-making and innovation cycles
- Stronger alignment across brands, categories, and customer teams
- Improved go-to-market execution, particularly in omnichannel environments
- Greater focus on consumer-centric growth opportunities
The reorganisation reflects a broader push to break down internal silos and better connect demand creation, commercialisation, and execution — the same framework Tanner emphasised during his SOTIC remarks.
By aligning teams more closely, Hershey aims to respond more quickly to evolving consumer behaviours, retailer needs, and digital commerce dynamics.
Advocacy and a Unified Industry Voice
Tanner also underscored the importance of government relations and industry advocacy, particularly around SNAP (Supplemental Nutrition Assistance Program) policy.
“SNAP is an instrument that works for the most vulnerable population in our very affluent country,” he said.
He cautioned that restricting candy purchases under SNAP would add complexity without improving nutrition outcomes.
“Taking restrictions on SNAP for candy does not change nutrition.”
More broadly, Tanner called for stronger collaboration across the industry to address regulatory challenges and future disruptions.
“When we work together, we can do great things,” he said.
A Category Built on Connection — and Now, Alignment
Despite ongoing challenges, Tanner expressed confidence in confectionery’s resilience, citing affordability, innovation, and emotional connection as enduring strengths.
The newly announced ‘ONE Hershey’ model reinforces that confidence — aligning the company’s internal structure with its external ambitions.
Together, a culture of fearless innovation, deeper retail collaboration, unified operations, and coordinated industry advocacy position Hershey — and the broader confectionery category — for sustained growth in the years ahead.
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