During COVID-19, record-breaking demand for s’mores and Hershey’s six-pack bars (one of the must-have items in a s’more) is skyrocketing. Since the pandemic began, sales of Hershey’s six-pack bars have soared by 40%, and in states with limited mobility, the demand has been four times higher than normal, according to Hershey.

Hershey’s director of US customer supply chain, Ryan Britt, wrote a blog post ahead of National S’mores Day on Monday, Aug. 10. He discusses the record-breaking demand, and how this has required precision planning and increased manufacturing of the beloved chocolate bars to meet consumer behaviors.

This week, Bake magazine reached out to Ryan Britt to share his thoughts and ideas:

As Americans seek out comfort treats during this challenging time, what has been the effect in terms of what types of treats they want to enjoy and make at home?

“We have an awesome opportunity to play a unique spot in peoples’ lives. We have a great brand that people know and love, and one that means affordable indulgence. Being able to share something like s’mores serves as a personal connection. A lot of people grew up making s’mores around the campfire, and this brings about memories for people to relive their childhood.”

Hershey’s shares on its website a multitude of creative variations of traditional s’mores. What are some favorites?

“One idea we’ve come to love this year is the Hershey’s S’mores Dip. It is made with Hershey’s milk chocolate bars and heavy cream melted and mixed together and covered with miniature marshmallows. Then you dip in graham cracker pieces and enjoy.”

Talk about the quintessential s’mores treat and the importance of celebration during the upcoming National S’mores Day.

“The thought of s’mores brings everybody back to their childhood. The angle of our blog post is to showcase the tremendous work by our manufacturers and our entire team during late July and August – the final homestretch of summer – to help people celebrate away. We are here to support you.”

What are key details of why Americans love Hershey’s chocolate?

“We offer quality and affordable indulgence. This is something you can spend a few dollars on and enjoy shared moments of goodness. The trends suggest that for current consumer behaviors, this is a very sticky trend. This behavior change is not subtle. It is a change in behavior. For us, it is a call to action.”

Chocolate ranks as the No. 1 comfort snack for Americans during the coronavirus outbreak.

Chocolate 26%

Potato chips 22%

Ice cream 17%

Fruit/veggies 16%

Popcorn 10%

Cakes/cupcakes 7%

Source: CivicScience