Hershey announced that as part of achieving “simpler ingredients” it will be switching to non-GMO sugar, removing artificial flavors (vanillin), and sourcing milk from cows not treated with the growth hormone rBST in its iconic Milk Chocolate Bar and Kisses by the end of 2015.

Green America's GMO Inside campaign mobilized tens of thousands of consumers to urge Hershey to go non-GMO.