HERSHEY, Pa., May 05, 2010 (BUSINESS WIRE) --Hershey's Bliss(R) chocolateis inviting women nationwide to experience the bliss of a 16.5-carat diamond necklace to benefit Young Survival Coalition (YSC) and raise awareness for breast cancer. In 2009, Hershey's Bliss chocolate's Share the Bliss(TM) campaign took a page from The New York Times best-selling book "The Necklace: Thirteen Women and the Experiment That Transformed Their Lives" by Cheryl Jarvis, to connect women nationwide and help others experience the joy of sharing. Now, Hershey's Bliss chocolate is honoring the charitable commitment of these women by "blissing" the Hershey's Bliss diamond necklace for the final time. The 16.5-carat diamond necklace will be raffled off at YSC's In Living Pink benefit on May 20, 2010 in New York City. Grand prize tickets are $25 per chance or $100 for five chances and can be purchased by visiting www.youngsurvival.org/in-living-pink/diamonds through May 13, 2010. Tickets will also be available to purchase at the event.

"Hershey's Bliss chocolate was developed to help women appreciate the joys of everyday life. We saw the real-life story of 'The Necklace' as a perfect way to connect women to celebrate life's bliss," said Anna Lingeris, spokeswoman for Hershey's Bliss chocolate and The Hershey Company. "The donation of the necklace to YSC will keep the spirit of the necklace alive by connecting and supporting women that share one common cause."

The final winner of the Hershey's Bliss chocolate necklace will be drawn at the YSC's In Living Pink benefit by women of "The Necklace" and a Share the Bliss contest winner. Hershey's Bliss chocolate's donation of the diamond necklace continues The Hershey Company's long-standing support of YSC and raising awareness for breast cancer. YSC is the premier international organization dedicated to the critical issues unique to young women diagnosed with breast cancer. The Hershey Company has donated nearly $1.5 million to YSC over the past five years.

"Hershey's Bliss chocolate's support of Young Survival Coalition helps us to continue to offer outreach programs and services for young women facing breast cancer," said Jenna Glazer, YSC Director of Development. "Through the brand's generous donation, we will be able to raise critical funds for the vital programs we provide to our constituency and their families."

From August through December, 2009, Hershey's Bliss chocolate's Share the Bliss contest asked consumers to submit their stories of why they wanted to experience the diamond necklace. Five lucky women were selected to experience the bliss of the 16.5-carat diamond necklace. Each woman was given the opportunity to wear the diamond necklace for two weeks before selecting and passing it on to the next Share the Bliss contest winner. The women also received delicious Hershey's Bliss chocolate and a signed copy of "The Necklace."Each winner shared their two-week experience with the necklace through a blog on the Hershey's Bliss chocolate website and helped select the next winner, thus connecting women nationwide.

To purchase a chance to win the Hershey's Bliss chocolate diamond necklace and support the YSC visit www.youngsurvival.org/in-living-pink/diamonds. For more information on Hershey's Bliss chocolate visit www.hersheysbliss.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.

About "The Necklace"

One dayin Ventura, California, Jonell McLain saw a beautiful diamond necklace in a jewelry store window and wondered: Why are personal luxuries so plentiful yet accessible to so few? What if we shared what we desired? Several weeks, dozens of phone calls, and one great leap of faith later, Jonell and twelve other women bought the necklace together - to be passed along among them all. The dazzling treasure weaves in and out of each woman's life, reflecting her past, defining her present, making promises for her future. Lending sparkle in surprising and unexpected ways, the necklace comes to mean something dramatically different to each of the thirteen women. With vastly dissimilar histories and lives, they transcend their individual personalities and politics to join together in an uncommon journey - and what started as a quirky social experiment becomes something far richer and deeper.

About Young Survival Coalition

Young Survival Coalition (YSC) is the premier global organization dedicated to the critical issues unique to young women diagnosed with breast cancer. The organization 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 them. YSC works to change the face of breast cancer by advocating for more research focused on young women with breast cancer and providing this underserved population with programs and services specific to their needs. YSC provides vital resources to decrease the sense of isolation often felt by young women affected by breast cancer, with the goal that no young women should face this disease alone.

SOURCE: The Hershey Company

For The Hershey Company
Anna Lingeris
717.534.4874
alingeris@hersheys.com
Jennifer Nau
630.932.7987
jennifern@jsha.com