Reese’s Loves You Back Gives Consumers Relief at the Pump and Grocery Check Out Lines Nationwide

This summer, the iconic Reese’s® brand will reward its loyal fans by helping consumers across the country fill-up their gas tanks and grocery carts. The Reese’s Loves You Back™ on-pack, instant-win promotion is in store now and rewards lucky fans with up to $2.5 million in cash prizes toward gasoline and groceries. Reese’s will celebrate the promotion on June 22 with a surprise gasoline and grocery giveaway event that will be rewarded to the No. 1 Reese’s-loving city in America. In addition, Reese’s fans can indulge in the latest perfect combination – Reese’s® Dark Chocolate Peanut Butter Cups.

“Reese’s fans are very enthusiastic about the perfect taste experience that only Reese’s can deliver, and we believe our loyal fans deserve to be thanked and given something back for their devotion to the brand,” said Michele Buck, Senior Vice President and Global Chief Marketing Officer, The Hershey Company. “As the cost of gasoline and groceries rise, we saw the combination of putting cash back into consumers’ pockets and the launch of the delicious new Dark Cup taste experience as a perfect way for Reese’s to give back.”

To find the No. 1 Reese’s-loving city in America, the brand challenged fans in Chicago, St. Louis, Spokane, Norfolk and Boise to publicly proclaim their love for Reese’s.* Chocolate and peanut butter enthusiasts were able to cast a vote for their city by visiting www.reeses.com/lovesyouback in May for a chance to win a local gasoline and grocery giveaway event on June 22. The surprise event will celebrate the launch of the new Reese’s Dark Chocolate Peanut Butter Cups and kick off the national Reese’s Loves You Back promotion rewarding Reese’s loyalists by giving away up to $2.5 million in cash prizes.

The Reese’s Loves You Back promotion invites consumers to look inside specially-marked wrappers of Reese’s Peanut Butter Cups, Reese’s Dark Chocolate Peanut Butter Cups, Reese’s Big Cup Peanut Butter Cups, Reese’s® Pieces® Candies, Fast Break® Candy Bars, ReeseSticks® Wafer Bars, Reese’s® Nutrageous® and Reese’s Whipps® Bars for a chance to win up to $2.5 million in cash prizes in $10, $25 and $100 increments. Specially-marked Reese’s products are available in June while supplies last at mass, grocery, drug and convenience stores. The Reese’s Loves You Back promotion runs through December 31, 2009.

Tempting Reese’s lovers to visit the dark side, Reese’s Dark Chocolate Peanut Butter Cups feature the perfect combination of irresistible Reese’s peanut butter wrapped in dark chocolate. Beginning in June, Reese’s Dark Chocolate Peanut Butter Cups standard 2-cup packages, 6-packs and Reese’s Miniatures Dark Chocolate Peanut Butter Cups will permanently join the Reese’s family nationwide at mass, grocery, drug and convenience stores.

For additional information on the Reese’s Loves You Back promotion or Reese’s Dark Chocolate Peanut Butter Cups, visit www.reeses.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. 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, Dagoba and Starbucks Chocolate. 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.

*Chosen based on U.S. sales data