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Press release from Business Wire

Feel the Frost™ With a Completely New and Powerful Frosted Mint

<p class=' bwalignc'> <i><b>New </b></i><b>Ice Breakers Frost™ <i>Mints</i> <i>Offer Both Taste and Power for Fresher Breath</i></b> </p>

Tuesday, November 09, 2010

Feel the Frost™ With a Completely New and Powerful Frosted Mint09:05 EST Tuesday, November 09, 2010 HERSHEY, Pa. (Business Wire) -- The Hershey Company invites consumers to embark on a new powerfully cool taste experience with the launch of Ice BreakersFrost™ sugar-free mints. The only mint coated with an intense combination of xylitol, cooling and flavor crystals, new Ice Breakers Frost mints deliver a surprisingly powerful and enjoyable experience. Ice Breakers Frost mints are now available at retail in two intensely cool flavors – Wintercool™ and peppermint. “Ice Breakers Frost mints are designed for those who are looking for a strong mint, but don't want to sacrifice taste. The mints feature the same great flavor of our core Ice Breakers mints, which is then frosted with a combination of xylitol, cooling and flavor crystals for a uniquely powerful taste and texture,” said Anna Lingeris, spokeswoman for Ice Breakers Frost mints and The Hershey Company. “The result is a satisfying and powerfully cool taste experience.” New sugar-free Ice Breakers Frost mints expands on the popular Ice Breakers mints line, first introduced in 1999 and currently available in coolmint, wintergreen, spearmint and cinnamon flavors. Ice Breakers Frost mints are now available in 1.2 oz. containers at participating mass, grocery, drug and specialty retailers. For more information on Ice Breakers Frost mints, visit www.ice-breakers.com. About The Hershey Company The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and more than 12,000 employees. With revenues of more than $5 billion, Hershey offers such iconic brands as Hershey's, Reese's, Hershey's Kisses, Kit Kat, Twizzlers and Ice Breakers as well as the smooth, creamy indulgence of Hershey's Bliss chocolates. Hershey is a leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey's Special Dark and Hershey's Extra Dark. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger and Dagoba. For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where we live, work and do business. The Milton Hershey School, established by the company's founder in 1909, provides a nurturing environment, quality education, housing, and medical care at no cost to children in social and financial need. The School is administered by the Hershey Trust Company, Hershey's largest shareholder, making the students of Milton Hershey School direct beneficiaries of Hershey's success. Please visit us at www.hersheys.com. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6499299&lang=en For The Hershey CompanyAnna Lingeris717.534.4874alingeris@hersheys.comorStephanie Florence630.916.3042stephanie@jsha.com