Hershey records major upturn in its S’mores confectionery

US confectionery group Hershey has reported a boom in its S’mores confectionery brand with additional 10 million sales of the popular treat being recorded compared against the previous year.

As the company revealed, with many of America’s restaurants closed due to quarantine orders or limited in capacity due to social distancing, consumers have found themselves at-home, seeking activities to bring the family together.

The brand, which was celebrated with a ‘national S’mores day’ on August 10, is based on a trio of Hershey’s milk chocolate, Jet-Puffed marshmallows and Honey Maid grahams has inspired families yet again to connect with the ‘dessert of the summer’.

Consequently, the business is now calling on small, hometown restaurants and their staff to showcase their favourite S’mores dessert on their menu (new or existing) for a chance to win one of five $10,000 prizes. This extra sweet initiative launches, with the five winners will be selected and announced on 1 September.

“We are overwhelmed by the love people have had for S’mores this summer. During the current pandemic, many families have turned to the connectivity and comfort of making s’mores as a way to get through this challenging time,” said Bill Maclean, senior marketing director, Hershey’s brand. “We wanted to say thank you and bring attention to all of those local restaurants who have been affected. We want to provide some relief while celebrating these restaurants, their recipes and their love of S’mores.”

“On average, Americans have made two S’mores since the beginning of the pandemic1. We are all looking for comfort and connectivity right now! Restaurants, specifically small and independent restaurants, have so many memories and tradition imbedded in them and it’s time to give back to that community” said Allison Kelly, associate marketing director, Jet-Puffed brand.

“The pandemic has hurt nearly every industry. When we considered who we wanted to give back to, we looked at what matters most to people right now – family, friends, connection. S’mores embody summer fun and connectivity. Restaurants do the same!” Said Steven Saenen, marketing director, Honey Maid brand.

Local, independent restaurants looking to participate can submit a photo and/or video showcasing their favorite S’mores recipes via Twitter or Instagram, tagging @hersheys @kraftjetpuffed @honeymaidsnacks and using the hashtag #SmoresGivesBackContest visit http://smoresgivesback.com/.

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