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Press release from Business Wire

New Reese's® Minis Are Most Surprising Launch at the 2011 Consumer Electronics Show

<p class='bwalignc'> <i>They're Tiny, They're Unwrapped and They're State-Of-The-Art in Candy</i> </p>

Thursday, January 06, 2011

New Reese's® Minis Are Most Surprising Launch at the 2011 Consumer Electronics Show15:00 EST Thursday, January 06, 2011 LAS VEGAS (Business Wire) -- In one of the most unexpected launches at the Consumer Electronics Show (CES), the Reese's®brand, makers of Reese's Peanut Butter Cups, today, unveiled the latest mini-innovation in candy snacks – Reese's Minis. Billed as the “Next Big, Little Thing™,” Reese's Minis are making history as the smallest Reese's Peanut Butter Cups ever, and the first snacking candy to be introduced at CES. In fact, Reese's Peanut Butter Cups is The Official Candy of the Consumer Electronics Show. Reese's Minis, from The Hershey Company, are approximately the size of a dime and feature the same perfect combination of chocolate and peanut butter the traditional Reese's Peanut Butter Cups in a smaller, unwrapped version permitting consumers to easily enjoy the treat anytime, anywhere. “Techies at CES seek out cool innovations like mini-tuners, mini-cams, nano-mice, mini-keyboards, and gotta-have gadgets so small you could fit a fistful in your pocket,” says Anna Lingeris, spokesperson for the Reese's brand. “So who says that the next, big mini innovation can't come from a candy company? Reese's Minis reflect the best in creative product innovation and ‘on-the-go' interfacing with user taste buds. And they solve an important issue for techies, too – their size and unwrapped state makes them ergonomically perfect for one-handed internet surfing or tapping out a text message.” The Reese's brand, taking a page from some of the top Silicon Valley product launches, took the show by storm in the Grand Lobby with a giant orange Reese's box and a count down to the big unveiling the first day of the show. Well-known tech personality and self described “geek, internet entrepreneur and technology enthusiast” Chris Pirillo of Lockergnome, and Jim St. John, Vice President of Research & Development at The Hershey Company, opened the giant 10' x 20' box to reveal the new Reese's Mini, appearing in the spotlight on a glass pedestal. “Unveiling the new Reese's Minis at the world's largest consumer technology tradeshow highlights how compactness and accessibility have across-the-board appeal – whether you're talking smart phones or sweet treats,” said Mr. St. John. To build buzz prior to CES the Reese's brand also worked with a handful of tech influencers, to create teaser videos to drive visibility for the launch. The videos, which spoof the “unboxing” trend in the tech world, didn't reveal the new product but feature influencers opening up the giant orange Reese's Peanut Butter Cup boxes and teasing the product launch. Reese's Minis are available in an 8 oz. ($3.39 SRP), re-sealable, standup pouch, keeping them fresh and delicious. Reese's Minis also come in King Size 2.5 oz. ($1.39 SRP) packs and are available at mass, grocery, drug and convenience stores nationwide. For more information and images on Reese's Minis, visit www.reeses.com or www.pwrnewmedia.com/2011/reeses/minis/ 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=6561637&lang=en The Hershey CompanyAnna Lingeris, 717-649-7214alingeris@hersheys.comorM Booth & AssociatesFrani Lieberman, 856-261-4625franil@mbooth.com