Question · Q4 2025
Peter Galbo asked for more detail on the upside in Q4 gross margin, specifically breaking down contributions from tariffs, cost savings, and volume de-leverage. He also inquired about the impetus behind the new 'true campaign' for Hershey and Reese's, the first in eight years, and why this timing was chosen.
Answer
Steve Voskuil (SVP and CFO) attributed the Q4 gross margin upside primarily to lower-than-anticipated tariffs on suppliers' materials and strong volumes, partially offset by LIFO headwinds. Kirk Tanner (President and CEO) explained that 2026 is 'the year of Hershey,' with investments in both brands. The 'your happy place with Hershey' campaign builds on consumer connection, supported by innovation and a movie celebrating Milton Hershey, all aimed at driving growth and relevance.
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