Fifth Annual Hershey’s Tour de Pink and Special Edition Hershey’s Bliss Chocolate to Help Raise Funds and Promote Breast Cancer Awareness

HERSHEY, Pa.--(BUSINESS WIRE)--Sep. 30, 2009-- The Hershey Company is kicking off Breast Cancer Awareness Month with the fifth annual Hershey’s^® Tour de Pink – a four-day, 220-mile bike ride benefiting the Young Survival Coalition (YSC). On October 2, more than 170 breast cancer survivors and supporters will pedal from Hershey, Pa., to New York City, raising funds and awareness for YSC – the premier international organization dedicated to the critical issues unique to young women and breast cancer. In addition, special edition Hershey’s Bliss® Chocolate featuring pink ribbon wrappers are now available nationwide. Hershey’s also is honoring young survivors by featuring five women and their survivor stories on displays at participating retailers and on www.hersheyspledge.com.

In honor of Breast Cancer Awareness Month, The Hershey Company will donate $300,000 to YSC, raising awareness for breast cancer and funding critical programming and education.

Fifth Annual Hershey’s Tour de Pink

For the fifth consecutive year, The Hershey Company invited consumers to show their support for the Young Survival Coalition by taking part in the Hershey’s Tour de Pink four-day ride. The 220-mile bike ride kicks off Friday, October 2, in Hershey, Pa., with finish line ceremonies taking place in New York City on Monday, October 5. Consumers across the country also had the chance to get involved by joining the Hershey’s Tour de Pink Virtual Charity Ride. The Virtual Ride challenged consumers to pedal 220 miles in their own community, logging efforts and raising funds for the YSC online.

Pink Pride: Hershey’s Bliss Chocolate Limited-Edition Pink Product

For the first time since its April 2008 launch, limited-edition Hershey’s Bliss Chocolate will feature pink ribbon wrappers and packaging in honor of Breast Cancer Awareness Month and is now available at mass, grocery and specialty retailers. In addition, in-store displays at participating retailers will feature breast cancer survivors affiliated with YSC.

Stories of Survival

Hershey’s Bliss Chocolate also is honoring and supporting breast cancer survivors by profiling the stories of five women who battled the disease. All diagnosed under the age of 40, these women have shared their courageous, inspirational stories of breast cancer survival through personal video testimonials, photos and blogs. Their stories were chronicled on www.hersheyspledge.com throughout September as they trained for the Hershey’s Tour de Pink. Consumers followed along, lended support and encouragement to the women, and learned how to support the Young Survival Coalition.

“The Hershey Company is proud to support such a remarkable organization that positively impacts and changes the lives of young women faced with the emotions of dealing with breast cancer. Hershey’s has donated nearly $1.5 million to YSC over the past five years and continues to stay committed to the organization,” said Michele Buck, Senior Vice President, Global Chief Marketing Officer, The Hershey Company. “By honoring and sharing the inspiring real faces of breast cancer survivors, we hope that these women move consumers, just as they have moved Hershey’s associates, to support the Young Survival Coalition.”

Young Survival Coalition (YSC) is the premier international organization dedicated to the critical issues unique to young women and breast cancer. YSC works with survivors, caregivers, and the medical, research, advocacy and legislative communities to increase the quality and quantity of life for women diagnosed with breast cancer ages 40 and under.

“The Hershey Company’s support of Young Survival Coalition helps us to continue to offer outreach programs and services for young women battling breast cancer,” said Lisa J. Frank, Co-Founder of Hershey’s Tour de Pink and Board Member of Young Survival Coalition. “Through consumer participation in Hershey’s Tour de Pink four-day charity bike ride and Virtual Charity Ride, we’re able to bring awareness about YSC to many communities and, in turn, raise critical funds for the vital programs we provide to our constituency and their families.”

About the Young Survival Coalition

The Young Survival Coalition was founded in 1998 by three women diagnosed with breast cancer under the age of 35 who were discouraged by the lack of information available to young women diagnosed with the disease. With revenues of over $3 million, over 23,000 constituents, nineteen staff people and twenty-four affiliates, YSC works to change the face of breast cancer by advocating for more research on young women and breast cancer and providing this underserved population with programs and services specific to them. YSC also provides a peer-support network of survivors as well as vital resources to decrease the sense of isolation felt by young women affected by breast cancer.

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.

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Source: The Hershey Company

The Hershey Company
Jody Cook
717.534.4288
jcook@hersheys.com
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Katie Lundstrom
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