36 • May | June 2026 • abasto.com BY ABASTO T he Hershey Company officially launched its unified operating model, “ONE Hershey,” merging its Sweet, Savory, and Protein brand por- tfolios under a single integrated com- mercial structure in the U.S., a first in the company’s 130-year history. For independent Hispanic super- markets and retail operators, this structural change has direct implica- tions for shelf space. ONE Hershey means a single, conso- lidated commercial voice. It simplifies negotiations with suppliers, category planning, and promotional execution across the three snack segments. For retailers managing tight mar- gins and limited administrative re- sources, this efficiency can directly translate into better deals, more agile restocking cycles, and more consistent category strategies at the point of sale. What Specifically is Changing? Hershey said it is centralizing the global marketing of its brands whi- le unifying commercial execution across its entire U.S. portfolio. Previously, its major confectionery brands, Reese’s, KIT KAT®, and Her- shey’s, operated independently from its savory snack brands such as Skin- nyPop, Pirate’s Booty, and Dot’s Ho- mestyle Pretzels. The giant merges its three snack portfolios ONE HERSHEY Now, those channels are converging. The company is combining the histo- rical strength of its iconic confectio- nery brands with the agility of its salty snacks and protein segments. In this way, they are creating a single category leadership engine focused directly on their retail partners. New Leadership Drives Change Andrew Archambault assumes the role of President for the U.S., with full oversight of business planning, cate- gory leadership, and retail execution. Stacy Taffet, now Chief Growth and Marketing Officer, takes charge of innovation, demand generation, and portfolio strategy. Vero Villaseñor assumes a new role as Chief Brand Officer, leading the global activation of the portfolio. Key Facts $11.2 billion in annual revenue across more than 90 brands. 3 categories: Sweets, Savory, and Proteins now under unified commercial execution in the U.S. 80 countries reached by Hershey’s global portfolio. For the first time in the company’s history, all three portfolios operate under a single integrated structure. 4 executive roles expanded or newly created to support the ONE Hershey model. Industry Outlook Retailers should anticipate a more coordinated Hershey presence on the sales floor and in category reviews throu- ghout 2026. Investments in omnichan- nel capabilities, out-of-home channels, and R&D indicate that Hershey is accelerating its pace of innovation across all three segments. For Hispanic supermarket operators serving a diverse, snack-loving customer base, aligning early with Hershey’s unified retail execution team could yield greater promotio- nal support and more custo- mized category solutions hea- ding into the second half of the year. Special Insert Sweets & snacks