Hershey's in brief
- Rank: #59 of 100 in America's Most Powerful 100 Brands 2026; #8 of 13 in Consumer & FMCG.
- WCRC Power Score: 72.12 out of 100.
- Founded: 1894, by Milton S. Hershey.
- Owner: The Hershey Company, Hershey, Pennsylvania.
- Leadership: Kirk Tanner, President and CEO.
- Latest revenue: $11.7bn revenue (FY2025, +4.4%), group revenue of The Hershey Company, as per company filings.
What makes Hershey's powerful
Hershey's power comes from its place in American traditions, from Halloween to s'mores, and from a candy portfolio that includes Reese's. Those brands keep finding new fans. The Reese's Oreo Cup marked its first anniversary in July 2026 with a campaign starring Lindsay Lohan and Amy Sedaris, and Hershey said the product showed repeat buying. In 2026 Hershey's Kisses also teamed up with Pokémon for the franchise's 30th anniversary.
The company is also broadening beyond chocolate. Its North America salty snacks sales grew 22% in the third quarter of 2026, with the purchase of LesserEvil adding about 20 percentage points of that. The salty lineup also includes Dot's Homestyle Pretzels. Under One Hershey, the company now sells its sweet and salty brands through a single US sales model.
Hershey's adjusted earnings per share roughly doubled in the third quarter of 2026, to $2.64 from $1.30.
Why Hershey's ranks #59
Hershey's sits at #59 with a WCRC Power Score of 72.12, just behind GE Aerospace and Ford and a hair ahead of Jack Daniel's. Its positioning and recall are strong, and its long history earns high consumer trust. High cocoa costs and falling volumes weigh on its financial strength, which keeps it behind the industrial brands above. Its broad snack portfolio keeps it ahead of Jack Daniel's and Goldman Sachs in a close group.
The Achilles' heel
Hershey's Achilles' heel is price. It raised prices in its North America Confectionery business by about 13% in the third quarter of 2026, and volume and mix fell 11% as shoppers bought less. Across the company, 11% net price gains were largely offset by a 10% drop in volume and mix, leaving organic sales up just 0.8%. Chief executive Kirk Tanner said consumers were growing more cautious.
The 2026 story
Hershey's 2026 is a year of recovery under chief executive Kirk Tanner. At an investor day in April it laid out One Hershey, a single sales model, alongside a plan to rebuild margins. On October 29 it reported third-quarter adjusted earnings of $2.64 per share, up from $1.30, helped by about 22 cents a share in tariff refunds. It raised its full-year adjusted earnings outlook to $8.58 to $8.74 per share. Tanner said the results "show steady progress on our 2026 priorities," and that demand initiatives were gaining momentum "even as consumers grow more cautious."
Pillar profile
Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.
Versus its nearest rivals
Questions people ask
What rank is Hershey's in WCRC's America's Most Powerful Brands 2026?
Hershey's ranks #59 of 100 in WCRC's America's Most Powerful 100 Brands 2026, with a WCRC Power Score of 72.12 out of 100.
What makes Hershey's powerful?
Hershey's is part of American traditions from s'mores to Halloween.
What is Hershey's's revenue?
$11.7bn revenue (FY2025, +4.4%), group revenue of The Hershey Company, as per company filings.
Who founded and owns Hershey's?
Hershey's was founded in 1894 by Milton S. Hershey. It is owned by The Hershey Company and based in Hershey, Pennsylvania.
Who leads Hershey's?
Kirk Tanner, President and CEO.
What is Hershey's's biggest challenge?
Record cocoa prices and the rise of weight-loss drugs reducing snacking.
Also featured in
- Most powerful Consumer & FMCG brands
- Iconic American Heritage Brands
- Most powerful brands in Pennsylvania
Key facts
| Brand | Hershey's |
|---|---|
| Company / owner | The Hershey Company |
| Headquarters | Hershey, Pennsylvania, United States |
| Founded | 1894 |
| Founder(s) | Milton S. Hershey |
| Leadership | Kirk Tanner, President and CEO |
| Latest revenue | $11.7bn revenue (FY2025, +4.4%), group revenue of The Hershey Company, as per company filings |
| Sector | Consumer & FMCG |
| Website | hersheys.com |
| Country of origin | United States |
Sources
- Annual report (Form 10-K) and financial results of The Hershey Company filed with the US Securities and Exchange Commission
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
