Hershey on a mission to drive better-for-you confectionery By Anthony Myers Company shares key strategies to expand and grow the better-for-you chocolate category with new and differentiated capabilities. Hershey is putting itself in the forefront of the better-for-you (BFY) confection trend with a raft of new strategies with differentiated capabilities. The Pennsylvania-headquarted company claims to be the “ the maker of the original, portion-controlled chocolate” with Hershey's Kisses Milk Chocolates, and has long offered a wide variety of choices for consumers to enjoy its popular brands, including Reese's Peanut Butter cups, to miniature size offerings, thinner versions (Reese's THiNs), including a version with zero sugar.