How Hershey’s chocolate survived an attack from Mars − and adopted a business strategy alien to its founder

By: John Haddad, Penn State, The Conversation

Outlets: The Conversation

Published: October 29, 2025

Words: 1,223

Last Updated: 3 weeks, 6 days ago

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By John Haddad, Penn State

Walk into any grocery store to stock up for Halloween and you will discover that, for chocolate treats, you have two basic choices:

Will it be Mars or Hershey?

I often buy both, but that is beside the point. The point is that the two giants compete for market share, but both enjoy robust sales. In other words, a relatively stable duopoly defines the U.S. chocolate candy market.

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