HERSHEY, Pa.--(BUSINESS WIRE)--Sept. 5, 2006--The Hershey Company invites consumers to explore a new world of chocolate with Cacao Reserve by Hershey's, a new, premium line of all-natural chocolates and drinking cocoa. The Cacao Reserve by Hershey's line, available in September, will offer a variety of superior flavors, pleasing textures and exotic aromas unlike any other chocolate.

"Consumers today are searching for new, premium experiences," said Chris Baldwin, Senior Vice President, President, U.S. Commercial Group, The Hershey Company. "Cacao Reserve by Hershey's meets this rapidly growing demand by offering consumers an indulgent chocolate made with carefully chosen, slowly roasted cacao beans, blended with the finest all-natural ingredients."

The Cacao Reserve by Hershey's line includes a broad range of premium chocolate products that will let consumers explore different subtleties and intensities of chocolate while learning more about the flavors they prefer. Available in single-serve and take-home bars, truffles and drinking cocoa, the initial line of chocolate bars includes:

    --  Premium Milk (35% cacao): Premium European-style milk
        chocolate with a smooth, velvety texture

    --  Premium Milk with Hazelnuts (35% cacao): Carefully chopped,
        premium-grade hazelnuts for great taste and texture

    --  Extra Dark (65% cacao): Slowly roasted beans and a higher
        cacao level bring out the rich, indulgent flavor of this
        selection

    --  Extra Dark with Nibs (65% cacao): Includes "the heart of the
        cacao bean" for crunch and a flavor that is truly unique

In addition, a Cacao Reserve by Hershey's premium drinking cocoa will be available in two unique blends, Classic Mayan and Mildly Spiced Aztec. This premium drinking cocoa will let consumers rediscover - and reinvent - how and when they enjoy their hot cocoa. Cacao Reserveby Hershey's contains real milk chocolate and natural cocoa, providing superior flavor as well as natural flavanol antioxidants.

The line will expand in December to include four premium chocolate bars made with cacao beans from individual countries of origin. Cacao Reserve by Hershey's Country of Origin bars encourage consumers to explore their different nuances of flavor and aroma. The single origin collection includes:

    --  Java, Indonesia (32% cacao): Fine milk chocolate, caramel
        taste and a light, tart accent

    --  Arriba (50% cacao): Dark milk blend with a hint of herbal
        notes

    --  Santo Domingo (67% cacao): Rich dark chocolate with an
        intriguing wine and spice character

    --  Sao Tome (70% cacao): A blend of rich aromas and subtle spices
        for a dark, distinct taste

The line will also feature Cacao Reserve by Hershey's milk and dark truffles in unique, premium tins. Cacao Reserveby Hershey's Truffles will offer consumers indulgent truffles that are bite-sized and packaged for indulgence on the go.

Cacao Reserveby Hershey's confectionery items will be available in a variety of packages ranging in price from approximately $0.99-$2.89 for instant consumable items and $1.99-$3.29 for 3.5 oz. take-home bars. The premium drinking cocoa product line includes a 5-count take-home box priced from approximately $1.98 to $2.49. Support for Cacao Reserve by Hershey's begins in early September and includes merchandising units and online communication. Broad-scale support begins in late 2006 and includes print, online advertising, sampling, and consumer promotions focusing on "Exploring a New World of Chocolate."

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 14,000 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 candy bar 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 energy bar. 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.

 
    CONTACT: JSH&A
             Deanna Killackey, 630-932-7927
             deanna@jsha.com

    SOURCE: The Hershey Company