HERSHEY, Pa., May 04, 2006 (BUSINESS WIRE) -- Hershey's Milk Chocolate, gooey marshmallows and crisp graham crackers have been the key ingredients for nearly 80 years when making the quintessential campfire treat - S'mores. S'mores appear on menus of some of the country's hottest restaurants and a few new ingredients have been added since their first appearance in a Girl Scout handbook published in 1927. To celebrate the growing popularity of S'mores, The Hershey Company is launching a new Web site - www.smoresfun.com - featuring exciting summertime family crafts, recipes and tips for having "Some More" (S'more) fun this summer, both indoors and out.

"We've collected countless new S'mores recipes featuring everything from bananas to peanut butter," said Mike DePanfilis, marketing manager, Hershey's brand. "More and more families are bringing the campfire fun of S'mores indoors by roasting marshmallows in fireplaces, toasting them on the grill or melting treats in the microwave. It's a great way to recreate the magic of a summertime campfire with kids year-round or on rainy days."

Adding tasty ingredients to the original S'mores adds a bit more fun to these nostalgic treats. Recipe additions include PB&J S'mores, Rocky Road S'mores and Chocolate Banana S'mores. "By adding a few new ingredients and a bit of creativity, families can personalize their S'mores to their tastes," said Donna Erickson, Hershey's family fun expert and author of Prime Time Together...with Kids and Fabulous Funstuff for Families.

For families looking to update their campfire stories or for moms searching for fun new summertime activities, www.smoresfun.com is a great resource featuring creative recipes and fun S'mores trivia. S'mores recipes also will be featured in specially marked six-packs of Hershey's Milk Chocolate bars nationwide throughout the summer.

In addition, The Hershey Company is offering consumers a chance to enter the Hershey's Fun Family Time Sweepstakes. By visiting www.smoresfun.com between May 1, 2006 and September 6, 2006, families will have the chance to win the ultimate Grand Prize - an outdoor S'mores package including backyard camping gear for four, a backyard fire pit, a complete S'mores kit and more. Additional details can be found at www.smoresfun.com or on specially marked six-packs of Hershey's Milk Chocolate bars.

"With the weather turning warmer and school out of session, summer is the perfect time to bring the family together with fun nostalgic treats and outdoor activities," said Erickson. "Hershey's and S'mores are the perfect campfire treat, and gathering together for stories and sing-alongs is a wonderful way to create lasting memories."

About The Hershey Company

The Hershey Company (NYSE: HSY) is a leading snack food company and the largest North American manufacturer of quality chocolate and non-chocolate confectionery products. With revenues of over $4 billion and more than 13,000 employees worldwide, The Hershey Company markets such well-known brands as Hershey's, Reese's, Hershey's Kisses, Kit Kat, Almond Joy, Mounds, Jolly Rancher, Twizzlers, Ice Breakers, and Mauna Loa, as well as innovative new products such as Take 5 and Hershey's Cookies. In addition to its traditional confectionery products, Hershey offers a range of products specifically developed to address the nutritional interests of today's health-conscious consumer. These products include sugar-free Hershey's, Reese's and York candies, and PayDay Pro. It also markets Hershey's cocoa, Hershey's syrup and other branded baking ingredients, toppings and beverages. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, known for its high-cacao dark chocolate products, and Joseph Schmidt, recognized for its fine, handcrafted chocolate gifts. Visit us at www.hersheynewsroom.com.

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SOURCE: The Hershey Company

The Hershey Company 
Kristin Zanini, 630-932-9316
kristin@jsha.com