CHICAGO — The Hershey Co. has selected IRI as its preferred market insights and analytics provider.

IRI said Hershey aims to leverage IRI Unify visualization capabilities on the IRI Liquid Data technology platform as a long-term solution to integrate disparate data sources for real-time, actionable insights.

“The decision to partner with IRI was very strategic, since they will be a central pillar to help us provide advanced decision support enabled by highly integrated data and tools connecting key decision makers across the company,” according to Abby Asem, senior director of advanced digital capabilities at Hershey. “IRI’s industry-leading solutions will help us make faster and better decisions, so that we can target the right consumers in the right channel at the right moment.”

IRI noted that its platform will give Hershey a clearer picture of retail performance and help it partner with customers to build long-term relationships and enhance sales.

The confectionery and snacking manufacturer’s iconic brands include Hershey’s Chocolate Bars, Reese’s Peanut Butter Cups, Hershey’s Kisses, Kit Kat bars and Twizzlers Twists.

“We look forward to helping The Hershey Company find new growth by precisely connecting with its consumers,” stated Piyush Chaudhari, president of the Americas for IRI. “Our granular insights and industry-leading technology will help Hershey cut through the clutter, compete and grow its business for decades to come.”