The Hershey Company (NYSE: HSY) announced it will consolidate its Sweet, Salty and Protein brand portfolios under a unified U.S. commercial operating model called ONE Hershey.

The restructuring combines commercial execution across all three U.S. categories while centralizing global brand marketing. This marks the first time Hershey has integrated its brand strategy, category insights and commercial execution under a single structure.

"By activating our full portfolio as ONE Hershey, we're better positioned to meet consumers wherever they are, create more moments of goodness and lead next generation snacking with speed and purpose," said Kirk Tanner, President and CEO.

Effective March 16, several executives will assume expanded roles. Andrew Archambault, President, U.S., will oversee the full U.S. portfolio including commercial planning, category leadership and customer relationships. Nitin Jain joins the Executive Leadership Team as Chief Strategy & Transformation Officer, reporting directly to the CEO.

Stacy Taffet's role as Chief Growth & Marketing Officer expands to include demand creation capabilities, portfolio strategy and innovation oversight. Vero Villasenor becomes Chief Brand Officer, leading activation of Hershey's global brand portfolio.

Under the new model, the company will operate with unified commercial planning across its confection, salty snacks and protein bar categories. The integration aims to combine the commercial capabilities of Hershey's confection brands with operational approaches from its salty and protein portfolios.

The restructuring represents a shift from Hershey's previous approach of managing its three product categories through separate commercial structures.