Bebe Neuwirth and Hairspray's Kathy Brier Host Dance Event in Times Square to Introduce Swoops(TM) from Hershey's(R)

NEW YORK, March 29 /PRNewswire-FirstCall/ -- The Hustle has lost its bustle. The Macarena is passe. The Locomotion has left the station. Get ready America -- here comes the Swoops Dance. Broadway choreographers and Hershey Foods Corporation are partnering to create America's newest dance craze -- the Swoops Dance. The Swoops Dance is named after Hershey's newest chocolate innovation -- Swoops from Hershey's.

(Photo: http://www.newscom.com/cgi-bin/prnh/20040329/NYM002 )

Now, Hershey's is bending the rules on how to eat chocolate. Swoops are curvy, solid chocolate slices delivering an indulgent, mouth-melting experience. They are available in four of Hershey's classic confectionery combinations: Hershey's(R) milk chocolate, Reese's(R) peanut butter, Almond Joy(R), and York(R) peppermint candies.

To kick off the launch of Swoops, Emmy and Tony award winner, Bebe Neuwirth, and Kathy Brier, currently starring in the hit Broadway musical Hairspray, will join Hershey in leading the countdown to illuminate the Swoops sign, the newest addition to the Hershey's Times Square store spectacular, the largest permanent fixture ever constructed on Broadway.

To celebrate the launch, Hershey teams up with Neuwirth to host a public Swoops dance-a-thon in the heart of Times Square on behalf of Broadway Cares. Kathy Brier will open the event along with the members from her cast ensemble, the Dynomites.

During the festivities, four Broadway choreographers will reveal their interpretations, or "flavors," of the Swoops Dance. The Times Square audience will be responsible for voting for the official Dance and Neuwirth and the winning choreographer will lead the audience in the first organized Swoops Dance.

"Hershey's Kisses changed the shape of chocolate 97 years ago, and now we have done it again with Swoops," said Chuck Kukic, brand manager, Flagship New Products. "Much like Broadway's dancers, Swoops are all about movement and its innovative packaging is perfect for consumers' on-the-go lifestyle."

"Hershey Foods has continually supported New York's Broadway community," said Tom Viola, executive director of Broadway Cares. "Our partnerships ensure Times Square remains the home of world-class family entertainment and we are proud to be a part of this event, teaching the Swoops dance to a cast of thousands."

In the week leading up to the event, Swoops Troops will converge on high- traffic locations in New York City to generate trial and awareness of Hershey's newest chocolate sensation. For the next three months, Hershey's Swoops Troops will engage consumers around the country while distributing Swoops samples.

Swoops will be available in canisters containing three on-the-go cups, each containing six Swoops slices. Consumers can find Swoops from Hershey's in the candy aisle at their favorite supermarket, drug store, mass merchandiser and convenience store across the country.

About Hershey Foods Corporation

Hershey Foods Corporation (NYSE: HSY) is the leading North American manufacturer of quality chocolate and non-chocolate confectionery and chocolate-related grocery products. Some of the company's most popular products include Hershey's(R) chocolate and chocolate with almonds bars, Hershey's(R) Kisses(R) brand chocolates, Reese's(R) peanut butter cups, Jolly Rancher(R) and Twizzlers(R) candies, Hershey's(R) cocoa, and Hershey's(R) syrup. The company also is a market leader in the gum and mint category with such well-known brands as Ice Breakers(R), Breath Savers(R), and Bubble Yum(R).

About Broadway Cares/Equity Fights AIDS

Broadway Cares/Equity Fights AIDS (BC/EFA) is the nation's leading industry-based, not-for-profit AIDS fundraising and grant making organization. BC/EFA is the on-going, committed response from the American Theatre community to an urgent worldwide health crisis. By drawing upon the talents, resources, and generosity of this community, BC/EFA raises funds for AIDS-related causes across the United States. Since its founding in 1998, BC/EFA has raised over $60 million for critically-needed services for people with AIDS, HIV or HIV- related illnesses.

SOURCE Hershey Foods Corporation
NOTE TO EDITORS: Additional photos available upon request.
CONTACT: Sue Karli of Hershey Foods Corporation, +1-717-534-7631,
skarli@hersheys.com; or Michelle Dionne of Edelman, +1-212-819-4811,
michelle.dionne@edelman.com, for Hershey Foods Corporation
/Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20040329/NYM002
/Web site: http://hersheysswoops.com /