Company Announcements

OH HENRY! levels up: latest candy bar innovation takes on gaming with NBA® 2K21 partnership

New OH HENRY! LEVEL UP Bar boosts performance  with in-game code on each wrapper  

TORONTO, Sept. 28, 2020 /CNW/ - Will smooth peanut butter make you run faster? Will crunchy pretzels make you stronger? Will peanuts, caramel, and a chocolatey coating increase your accuracy? Yes, they will, thanks to the new OH HENRY! LEVEL UP bar: a confectionery product that boosts performance. That is, video game performance.

The latest candy innovation from Hershey Canada Inc. is the only confectionery brand offering in-game boosts in Canada. Each OH HENRY! LEVEL UP bar will contain a code for an in-game boost reward for NBA® 2K21 inside the wrapper, allowing players to level up their skills in the top-rated and top-selling NBA game while they refuel with the bar at home.

"OH HENRY! bar has always been about conquering hunger, but now we're helping Canadians conquer the court as well," says Alejandro Mosquera, Marketing Manager, OH HENRY!. "As the only confectionery brand in Canada to offer an in-game performance enhancer, OH HENRY! LEVEL UP is breaking down barriers in the chocolate world."

The OH HENRY! LEVEL UP bar marks the second product innovation in recent years as the brand continues to explore ways of getting in the hands (and mouths) of Canadians. With more than 23 million Canadians identifying as gamers, spending an average of 10 hours per week playingi, as the LEVEL UP bar name suggests, the OH HENRY! brand is using 'XP' gained in past innovation launches to go all-in on gaming.

The new OH HENRY! LEVEL UP bar is now available at retailers across the country.

About Hershey Canada Inc. 
Hershey Canada Inc. is a wholly owned subsidiary of The Hershey Company (NYSE: HSY) and distributes and sells leading confectionery, snack, refreshment and grocery products across Canada. Top brands include: REESE, HERSHEY'S, TWIZZLERS, OH HENRY!, JOLLY RANCHER and CHIPITS.

About Take-Two Interactive Software

Headquartered in New York City, Take-Two Interactive Software, Inc. is a leading developer, publisher and marketer of interactive entertainment for consumers around the globe. We develop and publish products principally through Rockstar Games, 2K, Private Division, and Social Point. Our products are designed for console systems and personal computers, including smartphones and tablets, and are delivered through physical retail, digital download, online platforms and cloud streaming services. The Company's common stock is publicly traded on NASDAQ under the symbol TTWO. For more corporate and product information please visit our website at

About 2K
Founded in 2005, 2K develops and publishes global interactive entertainment for console and handheld gaming systems, personal computers and mobile devices, with product availability including physical retail and digital download. The Company is home to many talented development studios, including Visual Concepts, Firaxis Games, Hangar 13, Cat Daddy Games, 31st Union and Cloud Chamber. 2K's portfolio currently includes the renowned BioShock®, Borderlands™, Mafia and XCOM® franchises; NBA® 2K, the global phenomenon and highest rated* annual sports title for the current console generation; the critically acclaimed Sid Meier's Civilization® series; the popular WWE® 2K and WWE® SuperCard franchises, as well as emerging properties NBA® 2K Playgrounds 2, Carnival Games and more. Additional information about 2K and its products may be found at

i Essential Facts About the Canadian Video Game Industry, Entertainment Software Association Canada (2018)


SOURCE Hershey Canada Inc.