Hershey's 2025 NACS Show Playbook: How Product Innovation and EDM Bundling Fuel Confectionery Growth

The Hershey Company's strategic moves at the 2025 National Association of Convenience Stores (NACS) Show in Chicago have positioned it as a formidable force in the confectionery sector. By leveraging product innovation, targeted retail engagement, and data-driven bundling tactics, Hershey is accelerating near-term revenue growth while expanding its market share. For investors, these initiatives signal a company adept at navigating evolving consumer preferences and retail dynamics.

Product Innovation: A Catalyst for Growth

Hershey's 2025 NACS Show lineup underscores its commitment to innovation, with standout launches like the Reese's OREO® Cup-a fusion of its two top-selling brands-expected to drive significant sales. This product, combining milk chocolate and white creme peanut butter cups with OREO® cookie crumbs, is positioned as one of Reese's most impactful introductions, according to a Gurufocus report. Complementing this is the Jolly Rancher Ropes Tropical Flavor, which taps into the 30.7% category growth for fruit-flavored confections since 2021 per that report. Meanwhile, the Shaq-A-Licious XL Gummies in Sneaker Shapes and Dot's Homestyle Pretzels Buffalo Flavor cater to younger demographics and the rising demand for novelty snacks, as noted in the same report.

Hershey's expansion into better-for-you options, such as the Fulfil Chocolate Peanut Butter Protein Bar and One Hershey's Double Chocolate Protein Bar, further diversifies its portfolio. These products align with shifting consumer priorities toward functional snacks without sacrificing indulgence, as reported by a FoodNavigator-USA article.

Retail Engagement: EDM Bundling and Vertical Merchandising

Hershey's Everyday Multiples (EDM) strategy, which bundles low-cost items to encourage multi-unit purchases, has proven highly effective in convenience stores. Data from Circana indicates that confectionery promotions using EDM deliver a 56% average unit lift, while standard-size candy bars see a 92% promotional lift, according to the Gurufocus report. This approach not only boosts basket sizes but also reinforces brand loyalty by making Hershey's products a staple in everyday shopping carts.

The company is also optimizing retail visibility through vertical merchandising, prioritizing top-performing SKUs in high-traffic areas. For instance, its salty snack brands have seen a 9.5% year-to-date sales increase in convenience stores, outpacing the broader category, per that report. Reformulations like SkinnyPop Popcorn with real cheese in the White Cheddar variant further enhance shelf appeal, as described in the Gurufocus coverage.

Financial Impact and Market Share Expansion

Hershey's strategies are translating into measurable financial gains. Its sweet business grew by 23.2% in 2025, driven by brands like Jolly Rancher and the newly acquired Sour Strips, which is expanding distribution in 2026, per the Gurufocus report. The company's focus on Gen Z consumers through acquisitions and product design-such as the Shaq-A-Licious gummies-has strengthened its competitive edge, the report adds.

Conclusion: A Recipe for Sustained Success

Hershey's 2025 NACS Show playbook-centered on innovation, bundling, and retail optimization-demonstrates its ability to adapt to market trends while driving revenue. With a 2% net sales growth target for 2025, outlined in an InvestorsHangout post, and a robust pipeline of new products, the company is well-positioned to outperform peers. For investors, the combination of near-term revenue acceleration and long-term market share gains makes Hershey a compelling bet in the confectionery sector.