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Masters of Scale · September 29, 2026 · 0h 27m

Halloween meets GLP-1s: Hershey’s candy Super Bowl, with CEO Kirk Tanner

Kirk Tanner

Hershey CEO Kirk Tanner shares how the iconic candy company stays culturally relevant amid changing consumer habits. He explains why the rise of GLP-1 weight-loss drugs is actually good for the candy business, details how AI is optimizing the company's sales force in big-box retailers, and points to the Reese's Oreo collaboration—which generated $100 million in its first five months—as a template for future innovation. Tanner also discusses the upcoming Hollywood film about Milton Hershey and asks whether it could be the brand's 'Barbie moment.'

This summary was generated from show notes and public descriptions, not from a full transcript review. Details may contain inaccuracies.

Preview

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Cultural relevance is mission-critical for legacy brands
CEO Kirk Tanner emphasizes that maintaining cultural relevance is essential for Hershey’s future and describes the actions he is taking to embed the brand in popular culture.
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GLP-1 weight-loss drugs can benefit the candy business
Tanner reveals why the rise of GLP-1 users is actually good for Hershey’s candy business, countering common assumptions.
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