Special Edition The Dark Knight Reese's and Kit Kat Fly Into Stores to Celebrate Debut of the Highly Anticipated New Batman Film

Special Edition The Dark Knight Reese's and Kit Kat Fly Into Stores to Celebrate Debut of the Highly Anticipated New Batman Film

Instant-Win Promotion Invites Reese's, Kit Kat and Batman Fans to "Find the Bat-Signal and Win"

HERSHEY, Pa., June 10 /PRNewswire-FirstCall/ -- The Hershey Company announced today that it is celebrating the release of Warner Bros. Pictures' The Dark Knight with Special Edition Batman-themed products. Special Edition Reese's(R) Milk Chocolate Peanut Butter Bats and Reese's(R) Dark Peanut Butter Bats feature a unique bat shape to mark the debut of the highly anticipated new Batman feature, arriving in theaters July 18. Reese's(R) Pieces(R) Candies are getting in on the fun by masking themselves in a Batman-themed black and blue color scheme, and Kit Kat(R) Dark Knight Bars feature an imprinted Bat-Signal on standard and king size bars. The Special Edition Batman products hit store shelves this month.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080610/NETU062-ahttp://www.newscom.com/cgi-bin/prnh/20080610/NETU062-bhttp://www.newscom.com/cgi-bin/prnh/20080610/NETU062-c )

Hershey's The Dark Knight collection also invites consumers to "Find the Bat-Signal and Win" with an exciting instant-win promotion. One lucky grand-prize winner will receive the ultimate Batman accessory -- a customized, Batman-themed, hand built MV Agusta F4 motorcycle valued at $35,000. Specially marked packages feature instant-win game pieces and the chance to win a variety of The Dark Knight-themed prizes, including ten official Joker Henchman Masks and five home theater systems, each including a widescreen television, speakers and audio components.

For an inside look at Hershey's "Find the Bat-Signal and Win" promotion prizes and The Dark Knight movie trailers, fans can visit www.reeses.com/darkknight. Reese's and Batman fans are invited to upload videos showcasing their favorite way to enjoy Hershey's The Dark Knight collection, helping The Joker on his quest to make the Reese's bat-shaped candy disappear.

"By partnering with one of the season's hottest entertainment properties, Hershey is delivering the excitement of a big-screen event movie through our iconic brands," said Michele Buck, Senior Vice President, Global Chief Marketing Officer, The Hershey Company. "We are thrilled to partner with The Dark Knight and we are excited to bring this exciting promotion to our consumers."

The Special Edition Reese's Peanut Butter Cups, Reese's Pieces Candies and Kit Kat Wafer Bars featuring The Dark Knight are available now through December 2008, while supplies last, at mass, grocery, drug and convenience stores. Hershey's "Find the Bat-Signal and Win" promotion runs through December 31, 2008. Official rules and additional details can be viewed at www.reeses.com/darkknight.

About The Hershey Company

The Hershey Company (NYSE:HSY) is the largest North American manufacturer of quality chocolate and sugar confectionery products. With revenues of nearly $5 billion and approximately 13,000 employees worldwide, The Hershey Company markets such iconic brands as Hershey's, Reese's, Hershey's Kisses, Kit Kat, Twizzlers and Ice Breakers. Hershey is the leader in the fast-growing dark and premium chocolate segment, with such brands as Hershey's Bliss, Hershey's Special Dark, Hershey's Extra Dark and Cacao Reserve by Hershey's. Hershey's Ice Breakers franchise delivers refreshment across a variety of mint and gum flavors and formats. Hershey's partnership with Starbucks offers a premium chocolate experience that combines the highest-quality chocolate with Starbucks coffee-house flavors, for a range of delicious and distinct chocolate products. In addition, Artisan Confections Company, a wholly owned subsidiary of The Hershey Company, markets such premium chocolate offerings as Scharffen Berger, known for its high-cacao dark chocolate products, Joseph Schmidt, recognized for its fine, handcrafted chocolate gifts, and Dagoba, known for its high-quality natural and organic chocolate bars. Visit us at www.hersheynewsroom.com.

About The Dark Knight

Opening nationwide on July 18, 2008, The Dark Knight is a Warner Bros. Pictures presentation in association with Legendary Pictures.

First Call Analyst:
FCMN Contact: JRainal@hersheys.com

Photo: NewsCom:

http://www.newscom.com/cgi-bin/prnh/20080610/NETU062-a
http://www.newscom.com/cgi-bin/prnh/20080610/NETU062-b
http://www.newscom.com/cgi-bin/prnh/20080610/NETU062-c
AP Archive:

http://photoarchive.ap.org/
AP PhotoExpress Network: PRN6-PRN7-PRN8
PRN Photo Desk, photodesk@prnewswire.com
Source: The Hershey Company

CONTACT: Jody Cook of The Hershey Company, +1-717-534-4288; or Kristin
Zanini of JSH&A Public Relations for Hershey, +1-630-932-9316

Web site:

http://www.hersheys.com/
http://www.reeses.com/darkknight

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