Hershey hiked its ad and marketing spending in Q1, which came with large net sales and income increase.

Advertising and related consumer marketing expenses increased 8.8% year-over-year in the first quarter of 2023, with increased investments across segments. Selling, marketing and administrative expenses increased 10.9% in the first quarter of 2023 versus the first quarter of 2022, driven by “higher levels of media and capability investments.”

The maker of Reese’s Peanut Butter Cups, Kisses and Chipits is reporting a net income increase of 10.9%, as well as a consolidated net sales increase of 12.1%.

Hershey’s North America confectionery segment net sales grew by 10.6% versus the same period last year. Seasons continued to be a growth driver, with category sales for Valentine’s Day up double digits versus the prior year. Despite the shorter Easter season, category sales there grew by mid-single digits, the company says.

According to the company, expanding its presence in non-chocolate candy is a strategic priority given strong consumer demand, particularly in the gummy segment. Its investments in innovation and media were credited for retail sales growth of almost 19% for Twizzlers and over 15% for Jolly Rancher brands.

Hershey’s North America salty snacks segment, which includes brands such as SkinnyPop popcorn, had a net sales increase of 19.4% versus the same period last year, driven by both price realization and volume gains.

“We are excited to launch new campaigns and increase media investment on our salty snack brands this year to foster even stronger consumer engagement and drive household penetration,” notes Michele Buck, Hershey’s president and CEO. “We are continuing to invest in SkinnyPop with higher levels of advertising and optimized media creative.”