Exhibit 10.1




                            HERSHEY FOODS CORPORATION

                           KEY EMPLOYEE INCENTIVE PLAN

                  (Amended and Restated as of August 19, 2002)

1.   ESTABLISHMENT AND PURPOSE

     Hershey Foods Corporation (the "Corporation") hereby establishes the Key
     Employee Incentive Plan (the "Plan"). The purpose of the Plan is to provide
     to selected key employees of the Corporation and its subsidiaries (as
     defined below), upon whose efforts the Corporation is dependent for the
     successful conduct of its business, further incentive to continue and
     increase their efforts as employees and to remain in the employ of the
     Corporation and its subsidiaries.

     The Plan continues the Annual Incentive Program ("AIP"), with certain
     modifications, as in effect under the Corporation's Management Incentive
     Plan ("MIP") established in 1975 and as amended thereafter, pursuant to
     which participants are entitled to receive cash awards based on achievement
     of performance goals during annual performance cycles. The Plan also
     continues the Long-Term Incentive Program ("LTIP") portion of the MIP with
     certain modifications. In addition to performance stock units ("Performance
     Stock Units"), the LTIP portion also includes nonqualified stock options
     for the purchase of Common Stock ("Options"); stock appreciation rights
     ("SARs"); and restricted stock units ("Restricted Stock Units").

     As used herein, (i) the term "Subsidiary Corporation" shall mean any
     present or future corporation which is or would be a "subsidiary
     corporation" of the Corporation as defined in Section 424 of the Internal
     Revenue Code of 1986 (the "Code"), and (ii) the term "Corporation" defined
     above shall refer collectively to Hershey Foods Corporation and its
     Subsidiary Corporations unless the context indicates otherwise.

2.   STOCK SUBJECT TO THE PLAN

     The aggregate number of shares of the Corporation's common stock, $1.00 par
     value per share (the "Common Stock") that may be issued under the Plan
     pursuant to awards granted wholly or partly in Common Stock (including
     rights or options which may be exercised for or settled in Common Stock) is
     19,000,000 (inclusive of shares that are the subject of awards outstanding
     as of February 13, 2002 and shares issued pursuant to awards under this
     Plan prior to such date). The shares of Common Stock issued under this Plan
     may be either authorized but unissued shares, treasury shares held by the
     Corporation or any direct or indirect subsidiary thereof, or shares
     acquired by the Corporation through open market purchases or otherwise. The
     number of shares of Common Stock that are the subject of any awards
     outstanding on or after February 13, 2002 that are forfeited or terminated,
     surrendered, expire unexercised, are settled in cash in lieu of Common
     Stock or are exercised or settled in a manner such that some or all of the
     shares covered by the award are not issued or are exchanged for awards that
     do not involve Common Stock, shall again

                                      -1-


     immediately  become  available  for  issuance  as  awards  hereunder.   The
     Committee  may  from  time  to  time  adopt  and  observe  such  procedures
     concerning  the counting of shares  against the Plan maximum as it may deem
     appropriate.

3.   ADMINISTRATION

     The Plan shall be administered by the Compensation and Executive
     Organization Committee (the "Committee"), or any successor committee,
     appointed by and consisting solely of members of the Board of Directors
     (the "Board") of the Corporation, each of whom qualifies as both a
     "nonemployee director" within the meaning of Rule 16b-3 or its successor
     under the Securities Exchange Act of 1934 (the "Exchange Act") and an
     "outside director" within the meaning of Section 162(m) of the Code.
     Committee members shall not be eligible to participate in the Plan. The
     Board may from time to time remove and appoint members of the Committee in
     substitution for, or in addition to, members previously appointed and may
     fill vacancies, however caused, in the Committee. The Committee may adopt
     such rules and regulations as it deems useful in governing its affairs. To
     the extent provided by resolution of the Board, the Committee may authorize
     the Chief Executive Officer of the Corporation and other senior officers of
     the Corporation to designate officers and employees to be recipients of
     awards, to determine the terms, conditions, form and amount of any such
     awards, and to take such other actions which the Committee is authorized to
     take under this Plan, provided that the Committee may not delegate to any
     person the authority to grant awards to, or take other action with respect
     to, participants who at the time of such awards or action are subject to
     Section 16 of the Exchange Act or are "covered employees" as defined in
     Section 162(m) of the Code. Any action of the Committee with respect to the
     administration of the Plan shall be taken by majority vote at a Committee
     meeting or written consent of all Committee members.

     Subject to the terms and conditions of the Plan, the Committee shall have
     authority: (i) to construe and interpret Plan provisions; (ii) to define
     the terms used in the Plan; (iii) to prescribe, amend and rescind rules and
     regulations relating to the Plan; (iv) to select particular employees to
     participate in the Plan; (v) to determine the terms, conditions, form and
     amount of grants, distributions or payments made to each participant,
     including conditions upon and provisions for vesting, exercise and
     acceleration of any grants, distributions or payments; (vi) upon the
     request of a participant in the Plan, to approve and determine the duration
     of leaves of absence which may be granted to the participant without
     constituting a termination of his or her employment for purposes of the
     Plan; and (vii) to make all other determinations necessary or advisable for
     the administration and operation of the Plan. The Committee shall have the
     right to impose varying terms and conditions with respect to each grant or
     award. All determinations and interpretations made by the Committee shall
     be final, binding and conclusive on all participants and on their legal
     representatives and beneficiaries.

4.   FAIR MARKET VALUE

     As used in the Plan (unless a different method of calculation is required
     by applicable law, and except as otherwise specifically provided in any
     Plan provision), "Fair Market Value"

                                      -2-


     on or as of any date shall mean (i) the closing  price of the Common  Stock
     as reported in the New York Stock Exchange  Composite  Transactions  Report
     (or any other consolidated transactions reporting system which subsequently
     may  replace  such  Composite  Transactions  Report) for the New York Stock
     Exchange  trading day  immediately  preceding such date, or if there are no
     sales on such date, on the next preceding day on which there were sales, or
     (ii) in the event that the Common Stock is no longer  listed for trading on
     the New York  Stock  Exchange,  an amount  determined  in  accordance  with
     standards adopted by the Committee.

5.   ELIGIBILITY AND PARTICIPATION

     Key employees of the Corporation or of any of its Subsidiary Corporations,
     including officers and directors who are regular employees but not members
     of the Committee, who in the opinion of the Committee are in a position to
     contribute significantly to the success of the Corporation or any
     Subsidiary Corporation, division or operating unit thereof, shall be
     eligible for selection to participate in the Plan. In making this selection
     and in determining the form and amount of grants, distributions and
     payments under the Plan, the Committee shall take into account the duties
     of the respective employees, their present and potential contributions to
     the success of the Corporation or any Subsidiary Corporation, division or
     operating unit thereof, and such other factors as the Committee may deem
     relevant in connection with accomplishing the purposes of the Plan. An
     employee who has been selected to participate may, if he or she is
     otherwise eligible, receive more than one grant from time to time, and may
     be granted any combination of contingent target grants under the AIP or
     under the LTIP components of the Plan, as the Committee shall determine.

6.   ANNUAL INCENTIVE PROGRAM

     The Committee may from time to time, subject to the provisions of the Plan
     and such other terms and conditions as the Committee may determine,
     establish contingent target grants for those eligible employees it selects
     to participate in the AIP. Each such contingent grant may be, but need not
     be, evidenced by a written instrument, and shall be determined in relation
     to the participant's level of responsibility in the Corporation and the
     competitive compensation practices of other major businesses, and such
     other factors as are deemed appropriate by the Committee.

     (a) Awards actually earned by and paid to AIP participants ("AIP Awards")
         will be based primarily upon achievement of Performance Goals (as
         defined in Section 9 below) over a one-year performance cycle as
         approved by the Committee.

     (b) The Committee, within the limits of the Plan, shall have full authority
         and discretion to determine the time or times of establishing
         contingent target grants; to select from among those eligible the
         employees to receive awards; to review and certify the achievement of
         Performance Goals; to designate levels of awards to be earned in
         relation to levels of achievement of Performance Goals; to adopt such
         financial and nonfinancial performance or other criteria for the
         payment of awards as it may

                                      -3-


         determine  from time to time;  to make awards;  and to establish  such
         other  measures as may be necessary to achieve the  objectives  of the
         Plan. The financial or  non-financial  Performance  Goals  established
         by the Committee may be based upon one or more Performance  Factors (as
         defined in Section 9 below).

     (c) The maximum amount any participant can receive as an AIP Award for any
         calendar year shall not exceed $3,000,000.

     (d) AIP Awards as earned under the terms of the Plan shall be paid in cash
         and may exceed or be less than the contingent target grants, subject
         nevertheless to the maximum award limit set forth in subparagraph (c)
         above. Payment shall normally be made as soon as possible following the
         close of the year, but payment of all or any portion may be deferred by
         participants with the approval of the Committee.

7.   LONG-TERM INCENTIVE PROGRAM

     The LTIP consists of the following four components:

     I.  Performance Stock Units

         The Committee may, subject to the provisions of the Plan and such other
         terms and conditions as the Committee may determine, grant Performance
         Stock Units to reflect the value of contingent target grants
         established for each eligible employee selected for participation. Each
         grant of Performance Stock Units may be, but need not be, evidenced by
         a written instrument. Such contingent target grants shall be determined
         in relation to the employee's level of responsibility in the
         Corporation or any Subsidiary Corporation, division or operating unit
         thereof, and the competitive compensation practices of other major
         businesses.

         (a)  Awards actually earned by and paid to holders of Performance Stock
              Units ("PSU Awards") will be based upon achievement of Performance
              Goals over performance cycles as approved by the Committee. Such
              performance cycles each shall cover such period of time, not
              exceeding five years, as the Committee from time to time shall
              determine.

         (b)  The Committee, within the limits of the Plan, shall have full
              authority and discretion to determine the time or times of
              establishing contingent target grants and the granting of
              Performance Stock Units; to select from among those eligible the
              employees to receive PSU Awards; to review and certify the
              achievement of Performance Goals; to designate levels of awards to
              be earned in relation to levels of achievement of Performance
              Goals; to adopt such financial and nonfinancial performance or
              other criteria for the payment of PSU Awards as it may determine
              from time to time; to make awards; and to establish such other
              measures as may be necessary to the objectives of the Plan. The
              Performance Goals established by the Committee may be based on one
              or more of the Performance Factors.

                                      -4-


         (c)  Payments  of PSU  Awards  shall be made in  shares of Common
              Stock or partly in cash as the  Committee in its sole  discretion
              shall determine and shall be charged against the shares available
              under the LTIP  portion of the Plan as provided in  Paragraph  2;
              provided,  however, that no fractional shares shall be issued and
              any such fraction will be eliminated by rounding  downward to the
              nearest whole share.

         (d)  PSU Awards as earned under the terms of the Plan may exceed or be
              less than the contingent target grants. Payment shall normally be
              made as soon as possible following the close of the year, but
              payment of all or any portion may be deferred by participants with
              the approval of the Committee.

         (e) The maximum number of PSUs a participant can receive as a PSU Award
             in any calendar year is 75,000.

     II. Stock Options

         The Committee may, from time to time, subject to the provisions of the
         Plan and such other terms and conditions as it may determine, grant
         nonqualified Options to purchase shares of Common Stock of the
         Corporation to employees eligible to participate in the Plan. Each
         grant of an Option shall be on such terms and conditions and be in such
         form as the Committee may from time to time approve, subject to the
         following:

         (a)  The exercise price per share with respect to each Option shall be
              determined by the Committee in its sole discretion, but shall not
              be less than 100% of the Fair Market Value of the Common Stock as
              of the date of the grant of the Option.

         (b)  Options granted under the Plan shall be exercisable, in such
              installments and for such periods, as shall be provided by the
              Committee at the time of granting, but in no event shall any
              Option granted extend for a period in excess of ten years from the
              date of grant.

         (c)  The maximum number of shares of Common Stock covered by Options
              granted to a participant for any calendar year shall not exceed
              500,000.

         (d)  Among other conditions that may be imposed by the Committee, if
              deemed appropriate, are those relating to (i) the period or
              periods and the conditions of exercisability of any Option; (ii)
              the minimum periods during which grantees of Options must be
              employed, or must hold Options before they may be exercised; (iii)
              the minimum periods during which shares acquired upon exercise
              must be held before sale or transfer shall be permitted; (iv)
              conditions under which such Options or shares may be subject to
              forfeiture; and (v) the frequency of exercise or the minimum or
              maximum number of shares that may be acquired at any one time.

         (e)  Exercise of an Option shall be by written notice stating the
              election to exercise in the form and manner determined by the
              Committee.

                                      -5-



         (f)  The purchase price upon exercise of any Option shall be paid in
              full by making payment (i) in cash; (ii) in whole or in part by
              the delivery of a certificate or certificates of shares of
              previously-acquired Common Stock of the Corporation, valued at its
              then Fair Market Value; or (iii) by a combination of (i) and (ii).

         (g)  Notwithstanding subparagraph (f) above, any optionee may make
              payment of the Option price through a simultaneous exercise of his
              or her Option and sale of the shares thereby acquired pursuant to
              a brokerage arrangement approved in advance by the Committee to
              assure its conformity with the terms and conditions of the Plan.

         (h)  The Committee may require the surrender of outstanding Options as
              a condition to the grant of new Options.

         (i)  Notwithstanding any other provision of the Plan or of any Option
              agreement between the Corporation and an employee, upon the
              occurrence of a Change in Control, each outstanding Option held by
              a participant who is an employee of the Corporation or any
              Subsidiary Corporation or who retired while employed by the
              Corporation or any Subsidiary Corporation shall become fully
              vested and exercisable notwithstanding any vesting schedule or
              installment schedule relating to the exercisability of such Option
              contained in the applicable Option agreement or otherwise
              established at the time of grant of the Option.

         (j)  For purposes of this Plan, a "Change in Control" means:

              (1) Individuals who, on June 8, 1999, constitute the Board (the
                  "Incumbent Directors") cease for any reason to constitute at
                  least a majority of the Board, provided that any person
                  becoming a director subsequent to June 8, 1999, whose election
                  or nomination for election was approved by a vote of at least
                  two-thirds of the Incumbent Directors then on the Board
                  (either by specific vote or by approval of the proxy statement
                  of the Corporation in which such person is named as nominee
                  for director, without written objection to such nomination)
                  shall be an Incumbent Director; provided, however, that no
                  individual initially elected or nominated as a director of the
                  Corporation as a result of an actual or threatened election
                  contest (as described in Rule 14a-11 under the Exchange Act)
                  ("Election Contest") or other actual or threatened
                  solicitation of proxies or consents by or on behalf of any
                  person (as such term is defined in Section 3(a)(9) of the
                  Exchange Act and as used in Section 13(d)(3) and 14(d)(2) of
                  the Exchange Act) ("Person") other than the Board ("Proxy
                  Contest"), including by reason of any agreement intended to
                  avoid or settle any Election Contest or Proxy Contest, shall
                  be deemed an Incumbent Director; and provided further,
                  however, that a director who has been approved by the Hershey
                  Trust while it beneficially owns more than 50% of the combined
                  voting power of the then outstanding voting securities of the
                  Corporation entitled to vote generally in the election of
                  directors (the "Outstanding Corporation Voting Power") shall
                  be deemed to be an Incumbent Director; or

                                      -6-



              (2) The  acquisition  or  holding  by any  Person  of  beneficial
                  ownership  (within  the  meaning of Section  13(d) under the
                  Exchange  Act  and the  rules  and  regulations  promulgated
                  thereunder) of shares of the Common Stock and/or the Class B
                  Common Stock of the Corporation  representing 25% or more of
                  either (i) the total  number of then  outstanding  shares of
                  both  Common   Stock  and  Class  B  Common   Stock  of  the
                  Corporation (the  "Outstanding  Corporation  Stock") or (ii)
                  the Outstanding  Corporation Voting Power; provided that, at
                  the  time of  such  acquisition  or  holding  of  beneficial
                  ownership  of any such  shares,  the Hershey  Trust does not
                  beneficially   own  more   than   50%  of  the   Outstanding
                  Corporation  Voting Power; and provided,  further,  that any
                  such  acquisition  or holding  of  beneficial  ownership  of
                  shares of either Common Stock or Class B Common Stock of the
                  Corporation  by any of the following  entities  shall not by
                  itself  constitute such a Change in Control  hereunder:  (i)
                  the  Hershey  Trust;  (ii)  any  trust  established  by  the
                  Corporation or by any Subsidiary Corporation for the benefit
                  of the  Corporation  and/or  its  employees  or  those  of a
                  Subsidiary  Corporation or by any Subsidiary Corporation for
                  the benefit of the Corporation and/or its employees or those
                  of a Subsidiary Corporation; (iii) any employee benefit plan
                  (or  related   trust)   sponsored  or   maintained   by  the
                  Corporation   or  any  Subsidiary   Corporation;   (iv)  the
                  Corporation  or  any  Subsidiary   Corporation  or  (v)  any
                  underwriter  temporarily  holding securities  pursuant to an
                  offering of such securities; or

              (3) The approval by the stockholders of the Corporation of any
                  merger, reorganization, recapitalization, consolidation or
                  other form of business combination (a "Business Combination")
                  if, following consummation of such Business Combination, the
                  Hershey Trust does not beneficially own more than 50% of the
                  total voting power of all outstanding voting securities of (x)
                  the surviving entity or entities (the "Surviving Corporation")
                  or (y) if applicable, the ultimate parent corporation that
                  directly or indirectly has beneficial ownership of more than
                  50% of the combined voting power of the then outstanding
                  voting securities eligible to elect directors of the Surviving
                  Corporation; or

              (4) The approval by the stockholders of the Corporation of (i) any
                  sale or other disposition of all or substantially all of the
                  assets of the Corporation, other than to a corporation (the
                  "Acquiring Corporation") if, following consummation of such
                  sale or other disposition, the Hershey Trust beneficially owns
                  more than 50% of the total voting power of all outstanding
                  voting securities eligible to elect directors (x) of the
                  Acquiring Corporation or (y) if applicable, the ultimate
                  parent corporation that directly or indirectly has beneficial
                  ownership of more than 50% of the combined voting power of the
                  then outstanding voting securities eligible to elect directors
                  of the Acquiring Corporation, or (ii) a liquidation or
                  dissolution of the Company.

                                     -7-


              For purposes of this Plan, "Hershey Trust" means either or both of
              (a) the Hershey Trust Company, a Pennsylvania corporation, as
              Trustee for the Milton Hershey School, or any successor to the
              Hershey Trust Company as such trustee, and (b) the Milton Hershey
              School, a Pennsylvania not-for-profit corporation.

         (k)  For purposes of this Plan, a "Potential Change in Control" means:

              (1) The Hershey Trust by action of any of the Board of Directors
                  of Hershey Trust Company; the Board of Managers of Milton
                  Hershey School; the Investment Committee of the Hershey Trust;
                  and/or any of the officers of Hershey Trust Company or Milton
                  Hershey School (acting with authority) undertakes
                  consideration of any action the taking of which would lead to
                  a Change in Control as defined herein, including, but not
                  limited to consideration of (i) an offer made to the Hershey
                  Trust to purchase any number of its shares in the Corporation
                  such that if the Hershey Trust accepted such offer and sold
                  such number of shares in the Corporation the Hershey Trust
                  would no longer have more than 50% of the Outstanding
                  Corporation Voting Power, (ii) an offering by the Hershey
                  Trust of any number of its shares in the Corporation for sale
                  such that if such sale were consummated the Hershey Trust
                  would no longer have more than 50% of the Outstanding
                  Corporation Voting Power or (iii) entering into any agreement
                  or understanding with a person or entity that would lead to a
                  Change in Control; or

              (2) The Board approves a transaction described in subsection (2),
                  (3) or (4) of the definition of a Change in Control contained
                  in subparagraph (j) of Paragraph 7II hereof.

         (l)  In the event that a transaction which would constitute a Change in
              Control if approved by the stockholders of the Corporation is to
              be submitted to such stockholders for their approval, each
              participant who is an employee and who holds an Option granted
              under the Plan at the time scheduled for the taking of such vote,
              whether or not then exercisable, shall have the right to receive a
              notice at least ten (10) business days prior to the date on which
              such vote is to be taken. Such notice shall set forth the date on
              which such vote of stockholders is to be taken, a description of
              the transaction being proposed to stockholders for such approval,
              a description of the provisions of subparagraph (i) of Paragraph
              7II of the Plan and a description of the impact thereof on such
              participant in the event that such stockholder approval is
              obtained. Such notice shall also set forth the manner in which and
              price at which all Options then held by each such participant
              could be exercised upon the obtaining of such stockholder
              approval.

     III.Stock Appreciation Rights

         The Committee may, from time to time, subject to the provisions of the
         Plan and such other terms and conditions as the Committee may
         determine, grant SARs to employees eligible to participate in the Plan.
         SARs may, but need not be evidenced by an

                                      -8-



         agreement  executed by the  Corporation  and the holder,  and shall be
         subject to such terms and conditions  consistent  with the Plan as the
         Committee shall impose from time to time, including the following:

         (a)  SARs may, but need not, relate to Options granted under the Plan,
              as the Committee shall determine from time to time. In no event
              shall any SARs granted extend for a period in excess of ten years
              from the date of grant.

         (b)  A holder shall exercise his or her SARs by giving written notice
              of such exercise in the form and manner determined by the
              Committee, and the date upon which such written notice is received
              by the Corporation shall be the exercise date for the SARs.

         (c)  A holder of SARs shall be entitled to receive upon exercise the
              excess of the Fair Market Value of a share of Common Stock at the
              time of exercise over the Fair Market Value of a share at the time
              the SARs were granted, multiplied by the number of shares with
              respect to which the SARs relate.

         (d)  In the sole discretion of the Committee, the amount payable to the
              holder upon exercise of SARs may be paid either in Common Stock or
              in cash or in a combination thereof. To the extent paid in Common
              Stock, the value of the Common Stock that shall be distributed
              shall be the Fair Market Value of a share of Common Stock upon
              exercise of the SARs as provided in Paragraph 2; provided,
              however, that no fractional shares shall be issued and any such
              fraction will be eliminated by rounding downward to the nearest
              whole share.

         (e)  In the sole discretion of the Committee, SARs related to specific
              Options may be exercisable only upon surrender of all or a portion
              of the related Option, or may be exercisable, in whole or in part,
              only at such times and to the extent that the related Option is
              exercisable, and the number of shares purchasable pursuant to the
              related Option may be reduced to the extent of the number of
              shares with respect to which the SARs are exercised.

         (f)  In lieu of receiving payment at the time of exercise of SARs,
              payment of all or any portion may be deferred by the participant
              with the approval of the Committee.

         (g) The maximum number of SARs granted to a participant during any
             calendar year shall not exceed 500,000.

     IV. Restricted Stock Units

         The Committee may, from time to time, subject to the provisions of the
         Plan and such other terms and conditions as it may determine, grant
         Restricted Stock Units to employees eligible to participate in the
         Plan. Each grant of Restricted Stock Units may be, but need not be
         evidenced by a written instrument. The grant of Restricted Stock Units
         shall state the number of Restricted Stock Units covered by the grant,
         and shall

                                     -9-



         contain such terms and conditions and be in such form as the
         Committee may from time to time approve, subject to the following:

         (a) Each Restricted Stock Unit shall be equivalent in value to a share
             of Common Stock.

         (b)  Vesting of each grant of Restricted Stock Units shall require the
              holder to remain in the employment of the Corporation or a
              Subsidiary Corporation for a prescribed period (a "Restriction
              Period"). The Committee shall determine the Restriction Period or
              Periods which shall apply to the shares of Common Stock covered by
              each grant of Restricted Stock Units. Except as otherwise
              determined by the Committee and provided in the written instrument
              granting the Restricted Stock Units, and except as otherwise
              provided in Paragraph 8, all Restricted Stock Units granted to a
              participant under the Plan shall terminate upon termination of the
              participant's employment with the Corporation or any Subsidiary
              Corporation before the end of the Restriction Period or Periods
              applicable to such Restricted Stock Units, and in such event the
              holder shall not be entitled to receive any payment with respect
              to those Restricted Stock Units. The Committee may also, in its
              sole discretion, establish other terms and conditions for the
              vesting of Restricted Stock Units, including conditioning vesting
              on the achievement of one or more of the Performance Factors.
              Notwithstanding any other provisions of the Plan or of any written
              instrument granting Restricted Stock Units, upon the occurrence of
              a Change in Control as defined in subparagraph (j) of Paragraph
              7II hereof, all restrictions on Restricted Stock Units held by a
              participant who is an employee of the Corporation or any
              Subsidiary Corporation shall lapse.

         (c)  Upon expiration of the Restriction Period or Periods applicable to
              each grant of Restricted Stock Units, the holder shall, without
              payment on his part, be entitled to receive payment in an amount
              equal to the aggregate Fair Market Value of the shares of Common
              Stock covered by such grant upon such expiration. Such payment may
              be made in cash, in shares of Common Stock equal to the number of
              Restricted Stock Units with respect to which such payment is made,
              or in any combination thereof, as the Committee in its sole
              discretion shall determine. Further upon such expiration, the
              holder shall be entitled to receive a cash payment in an amount
              equal to each cash dividend the Corporation would have paid to
              such holder during the term of those Restricted Stock Units as if
              the holder had been the owner of record of the shares of Common
              Stock covered by such Restricted Stock Units on the record date
              for the payment of such dividend.

         (d)  In lieu of receiving payment at the time of expiration of the
              Restriction Period or Periods, payment of all or any portion may
              be deferred by the participant with the approval of the Committee.

         (e)  The maximum number of shares of Common Stock as to which
              Restricted Stock Units may be granted to a participant for any
              calendar year shall not exceed 75,000.

                                      -10-
<page>

8.   TERMINATION OF EMPLOYMENT

     Upon termination of employment with the Corporation of any participant,
     such participant's rights with respect to any contingent target grants
     under the AIP, or any Performance Stock Units, Options, SARs or Restricted
     Stock Units granted under the LTIP, shall be as follows:

     (a) In the event that the participant is terminated or discharged by the
         Corporation for any reason, except as and to the extent provided
         otherwise by the Committee in writing and except as provided below
         after the occurrence of a Change in Control (as defined in subparagraph
         (j) of Paragraph 7II hereof), the participant's rights and interests
         under the Plan shall immediately terminate upon notice of termination
         of employment.

         Upon the occurrence of a Potential Change in Control (as defined in
         subparagraph (k) of Paragraph 7II hereof) and for a period of one (1)
         year thereafter, the following special provision and notice requirement
         shall be applicable in the event of the termination of the employment
         of any participant holding an Option under the Plan: (i) in no event
         may a notice of termination of employment be issued to such a
         participant unless at least ten (10) business days prior to the
         effective date of such termination, the participant is provided with a
         written notice of intent to terminate the participant's employment
         which sets forth in reasonable detail the reason for such intent to
         terminate, the date on which such termination is to be effective, and a
         description of the participant's rights under this Plan and under the
         agreements granting such Option or Options, including the fact that no
         such Option may be exercised after such termination has become
         effective and the manner, extent and price at which all Options then
         held by such participant may be exercised; and (ii) such notice of
         intent to terminate a participant's employment shall not be considered
         a "notice of termination of employment" for purposes of the first
         sentence of this Paragraph 8(a). This Paragraph 8(a) is intended only
         to provide for a requirement of notice to terminate upon the occurrence
         of the events set forth herein and shall not be construed to create an
         obligation of continued employment or a contract of employment in any
         manner or to otherwise affect or limit the Corporation's ability to
         terminate the employment of any participant holding an Option under the
         Plan.

         Upon the occurrence of a Change in Control and for a period of two (2)
         years thereafter, in the event of the termination of a participant's
         employment by the Corporation for any reason other than for Cause (as
         defined below) or by the participant for Good Reason (as defined
         below), such participant shall have one (1) year from the date of
         termination of employment to exercise such Option or until the date of
         expiration of the Option, if earlier. In addition, all restrictions and
         limitations on the exercise of such Option or the sale of shares of
         Common Stock purchased pursuant to exercise of an Option relating to
         minimum stockholding requirements shall immediately terminate upon the
         occurrence of a Change in Control.

         For purposes of this Plan, "Cause" means, with respect to a participant
         who is covered under the Hershey Foods Corporation Employee Benefits
         Protection Plan (Group 2),

                                      -11-


         the Hershey  Foods  Corporation  Executive  Benefits  Protection  Plan
         (Group  3),  or  the  Hershey  Foods  Corporation  Executive  Benefits
         Protection Plan (Group 3A),  "cause" as defined in the plan applicable
         to such participant, and with respect to all other participants, means
         (a) the willful and continued  failure of an employee to substantially
         perform the  employee's  duties with the  Corporation  (other than any
         such  failure  resulting  from  incapacity  due to  physical or mental
         illness),  after a  written  demand  for  substantial  performance  is
         delivered  to  the  employee  by  the  employee's   supervisor   which
         specifically  identifies the manner in which the employee's supervisor
         believes  that  the  employee  has  not  substantially  performed  the
         employee's  duties;  or (b) the willful  engaging  by the  employee in
         illegal   conduct  or  gross   misconduct   which  is  materially  and
         demonstrably  injurious  to  the  Corporation.  For  purposes  of  the
         preceding  clauses  (a) and (b), no act or failure to act, on the part
         of the employee,  shall be considered  "willful" unless it is done, or
         omitted to be done, by the employee in bad faith or without reasonable
         belief  that  the  employee's  action  or  omission  was in  the  best
         interests of the  Corporation.  Any act, or failure to act, based upon
         the  instructions  or with the  approval  of a senior  officer  of the
         Corporation  or the  employee's  superior  or based upon the advice of
         counsel for the Corporation shall be conclusively presumed to be done,
         or omitted to be done,  by the  employee in good faith and in the best
         interests of the Corporation.

         For  purposes of this Plan,  "Good  Reason"  means,  with respect to a
         participant  who  is  covered  under  the  Hershey  Foods  Corporation
         Employee  Benefits  Protection  Plan  (Group  2),  the  Hershey  Foods
         Corporation  Executive  Benefits  Protection  Plan  (Group  3), or the
         Hershey Foods Corporation  Executive  Benefits  Protection Plan (Group
         3A),  "good  reason"  as  defined  in  the  plan  applicable  to  such
         participant,  and with respect to all other participants,  means "good
         reason"  as defined  in the  Hershey  Foods  Corporation  Amended  and
         Restated Severance Benefits Plan as in effect immediately prior to the
         Change in Control.

     (b) If a participant terminates employment with the Corporation as the
         result, in the sole judgment of the Committee, of his or her becoming
         totally disabled (in which event termination will be deemed to occur on
         the date the Committee makes such determination), or if a participant
         should die or (except as to Restricted Stock Units) retire while
         employed by the Corporation or any of its Subsidiary Corporations, then
         the participant or, as the case may be, the person or persons to whom
         the participant's interest under the Plan shall pass by will or by the
         laws of descent and distribution (the "Estate"), shall have the
         following rights:

         (i)  the grantee of a contingent AIP grant or the Estate shall be
              entitled to receive payment of an AIP award as, and to the extent,
              determined by the Committee;

         (ii) if the holder of Performance Stock Units shall have been employed
              for at least two-thirds of the related performance cycle prior to
              the date of termination or death, then, except as otherwise
              provided in the written instrument (if any) evidencing the
              Performance Stock Units, and subject to any further adjustments
              the Committee may make in its absolute discretion, the participant
              or the Estate shall be entitled to receive payment of a PSU Award
              upon the expiration of the related performance

                                      -12-


              cycle,  provided that such award shall be adjusted by multiplying
              the amount thereof by a fraction, the numerator of which shall be
              the number of full and partial  calendar  months between the date
              of the beginning of each such  performance  cycle and the date of
              termination or death,  and the  denominator of which shall be the
              number of full and partial  calendar  months from the date of the
              beginning  of  the  performance  cycle  to the  end  of the  said
              performance cycle;




         (iii)except as otherwise provided in the terms and conditions of the
              stock option or SAR grant, the holder or the Estate shall be
              entitled to exercise (provided any vesting requirement has been
              satisfied as of the date of exercise) any Option or SAR for a
              period of five years (three years in the case of options or SARs
              granted prior to 1997) from such date of death, total disability
              or retirement, or for such longer period as the Committee may
              determine in the case of financial hardship or other unusual
              circumstances (subject to the maximum exercise period for Options
              and SARs specified in Paragraph 7II(b) and 7III(a) hereof,
              respectively);

         (iv) except as otherwise provided in the written instrument evidencing
              the Restricted Stock Units, upon death or termination due to total
              disability the holder or the Estate shall be entitled to receive
              payment in respect of the Restricted Stock Units, provided that
              such Units shall be adjusted by multiplying the amount thereof by
              a fraction, the numerator of which shall be the number of full and
              partial calendar months between the date of grant of such Units
              and the date of death or termination, and the denominator of which
              shall be the number of full and partial calendar months from the
              date of the grant to the end of the Restriction Period. Upon
              retirement, the participant's rights with respect to Restricted
              Stock Units shall immediately terminate.

     (c) In the event of resignation by the participant, the participant's
         rights and interests under the Plan shall immediately terminate upon
         such resignation; provided, however, that the Committee shall have the
         absolute discretion to review the reasons and circumstances of the
         resignation and to determine whether, alternatively, and to what
         extent, if any, the participant may continue to hold any rights or
         interests under the Plan.

     (d) A transfer of a participant's employment without an intervening period
         from the Corporation to a Subsidiary Corporation or vice versa, or from
         one Subsidiary Corporation to another, shall not be deemed a
         termination of employment.

     (e) The Committee shall be authorized to make all determinations and
         calculations required by this Paragraph 8, including any determinations
         necessary to establish the reason for terminations of employment for
         purposes of the Plan, which determinations and calculations shall be
         conclusive and binding on any affected participants and Estates.

                                      -13-



9.   PERFORMANCE FACTORS; ADDITIONAL REQUIREMENTS

     Without  limiting  the type or number of awards that may be made under this
     Plan, an award may be in the form of a performance-based  award intended to
     comply as "performance-based" compensation under Section 162(m) of the Code
     (such award a  "Performance  Award").  A  Performance  Award shall be paid,
     vested or otherwise  deliverable solely on account of the attainment of one
     or more pre-established,  objective performance goals ("Performance Goals")
     established  by the Committee  prior to the earlier to occur of (x) 90 days
     after the  commencement  of the period of service to which the  Performance
     Goal  relates  and (y) the  elapse  of 25% of the  period  of  service  (as
     established in good faith at the time the Performance Goal is established),
     and  in  any  event  while  the  outcome  is  substantially   uncertain.  A
     Performance  Goal is  objective  if a third party  having  knowledge of the
     relevant facts could determine  whether the goal is met. A Performance Goal
     may be based on one or more of the following  business  criteria:  earnings
     per share, return on net assets, market share, control of costs, net sales,
     cash flow, return on invested capital, economic value-added measures, sales
     growth, earnings growth, stock price, return on equity,  financial ratings,
     regulatory  compliance,  achievement  of balance sheet or income  statement
     objectives,  or other  financial,  accounting  or  quantitative  objectives
     established by the Committee  (collectively,  the  "Performance  Factors").
     Performance  Factors may be particular  to a  participant  or the division,
     line of  business  or other  unit in which the  participant  works,  or the
     Corporation  generally,  or may be  absolute  in their  terms  or  measured
     against  or in  relationship  to the  performance  of a peer group or other
     external or internal  measure.  A  Performance  Goal may,  but need not be,
     based upon a change or an increase or positive  result  under a  particular
     Performance Factor and could include,  for example,  maintaining the status
     quo, limiting  economic losses, or a relative  comparison of performance to
     the  performance  of a peer group or other  external  or  internal  measure
     (measured,  in each case, by reference to specific Performance  Factors). A
     Performance   Goal  may  include  or  exclude  items  to  measure  specific
     objectives,   including,   without   limitation,   extraordinary  or  other
     non-recurring items, acquisitions and divestitures,  internal restructuring
     and reorganizations,  accounting charges and effects of accounting changes.
     In  interpreting  Plan  provisions  applicable  to  Performance  Goals  and
     Performance  Awards  applicable  to awards to  employees  who are  "covered
     employees"  under Section  162(m) of the Code, it is the intent of the Plan
     to conform with the  standards  of Section  162(m) of the Code and Treasury
     Regulations  Section  1.162-27(e)(2)(i),  and the Committee in establishing
     such goals and  interpreting  the Plan shall be guided by such  provisions.
     Prior  to the  payment  of any  compensation  based on the  achievement  of
     Performance  Goals to any  such  "covered  employee",  the  Committee  must
     certify  in  writing  that  applicable  Performance  Goals  and  any of the
     material terms thereof were, in fact,  satisfied.  Subject to the foregoing
     provisions,  the  terms,  conditions  and  limitations  applicable  to  any
     Performance  Awards made  pursuant to this Plan shall be  determined by the
     Committee.

     No Performance Stock Units, Options, SARs or Restricted Stock Units
     (hereinafter collectively an "Interest") granted pursuant to the Plan shall
     be exercisable or realized in whole or in part, and the Corporation shall
     not be obligated to sell, distribute or issue any shares subject to any
     such Interest, if such exercise and sale would, in the opinion of

                                      -14-



     counsel for the Corporation, violate the Securities Act of 1933, as amended
     (or other Federal or state  statutes  having  similar  requirements).  Each
     Interest shall be subject to the further  requirement  that, if at any time
     the Board of Directors  shall  determine in its discretion that the listing
     or  qualification  of the shares relating or subject to such Interest under
     any securities  exchange  requirements  or under any applicable law, or the
     consent or approval of any  governmental  regulatory  body, is necessary or
     desirable as a condition  of, or in connection  with,  the granting of such
     Interest or the distribution or issue of shares  thereunder,  such Interest
     may  not  be   exercised   in  whole  or  in  part  unless  such   listing,
     qualification,  consent or  approval  shall have been  effected or obtained
     free of any condition not acceptable to the Board of Directors.

     Interests may be subject to restrictions as to resale or other disposition
     and to such other provisions as may be appropriate to comply with Federal
     and state securities laws and stock exchange requirements, and the exercise
     of any Interest or entitlement to payment thereunder may be contingent upon
     receipt from the holder (or any other person permitted by this Plan to
     exercise any Interest or receive any distribution hereunder) of a
     representation that at the time of such exercise it is his or her then
     present intention to acquire the shares being distributed for investment
     and not for resale.

10.  NONTRANSFERABILITY

     Unless otherwise approved by the Committee, contingent AIP grants,
     Performance Stock Units, Options, SARs and Restricted Stock Units granted
     under the Plan to an employee shall be nonassignable and shall not be
     transferable by him or her otherwise than by will or the laws of descent
     and distribution, and shall be exercisable, during the employee's lifetime,
     only by the employee or the employee's guardian or legal representative.

11.  DISCLAIMER OF RIGHTS

     No provision in the Plan or any contingent target AIP grants, Performance
     Stock Units, Options, SARs or Restricted Stock Units granted pursuant to
     the Plan shall be construed to confer upon the participant any right to be
     employed by the Corporation or by any Subsidiary Corporation, or to
     interfere in any way with the right and authority of the Corporation or any
     Subsidiary Corporation either to increase or decrease the compensation of
     the participant at any time, or to terminate any relationship of employment
     between the participant and the Corporation or any of its Subsidiary
     Corporations.

     Participants under the Plan shall have none of the rights of a stockholder
     of the Corporation with respect to shares subject to Performance Stock
     Units, Options, SARs or Restricted Stock Units unless and until such shares
     have been issued to him or her.

                                      -15-




12.  STOCK ADJUSTMENTS

     In the event that the shares of Common Stock, as presently constituted,
     shall be changed into or exchanged for a different number or kind of shares
     of stock or other securities of the Corporation or of another corporation
     (whether by reason of merger, consolidation, recapitalization,
     reclassification, stock split, combination of shares or otherwise), or if
     the number of such shares of Common Stock shall be increased through the
     payment of a stock dividend, or a dividend on the shares of Common Stock of
     rights or warrants to purchase securities of the Corporation shall be made,
     then there shall be substituted for or added to each share available under
     and subject to the Plan as provided in Paragraph 2 hereof, and to the
     limitations set forth in Paragraphs 7II (c); 7III (g) and 7IV (e), and each
     share theretofore appropriated or thereafter subject or which may become
     subject to Performance Stock Units, Options, SARs or Restricted Stock Units
     under the Plan, the number and kind of shares of stock or other securities
     into which each outstanding share of Common Stock shall be so changed or
     for which each such share shall be exchanged or to which each such share
     shall be entitled, as the case may be. Outstanding Options and SARs also
     shall be appropriately amended as to price and other terms as may be
     necessary to reflect the foregoing events. In the event there shall be any
     other change in the number or kind of the outstanding shares of Common
     Stock, or of any stock or other securities into which the Common Stock
     shall have been changed or for which it shall have been exchanged, then if
     the Board of Directors shall, in its sole discretion, determine that such
     change equitably requires an adjustment in the shares available under and
     subject to the Plan, or in any Performance Stock Units, Options, SARs or
     Restricted Stock Units theretofore granted or which may be granted under
     the Plan, such adjustments shall be made in accordance with such
     determination.

     No fractional shares of Common Stock or units of other securities shall be
     issued pursuant to any such adjustment, and any fractions resulting from
     any such adjustment shall be eliminated in each case by rounding downward
     to the nearest whole share or unit.

13.  TAXES

     The Corporation shall be entitled to withhold the amount of any tax
     attributable to any amounts payable or shares of Common Stock deliverable
     under the Plan. The person entitled to any such delivery, whether due to
     the settlement of PSUs, the exercise of an Option or SAR, or the vesting of
     Restricted Stock Units, or any other taxable event may, by notice to the
     Corporation, elect to have any such required withholding satisfied by a
     reduction of the number of shares otherwise so deliverable (a "Stock
     Withholding Election"), or by delivery of shares of Stock already owned by
     the Participant, with the amount of shares subject to such reduction or
     delivery to be calculated based on the Fair Market Value on the date of
     such taxable event.

                                      -16-




14.  EFFECTIVE DATE AND TERMINATION OF PLAN

     The Plan as amended and restated herein shall become effective upon
     adoption by the Board of Directors of the Corporation.

     The Board of Directors at any time may terminate the Plan, but such
     termination shall not alter or impair any of the rights or obligations
     under any contingent target AIP grants, Performance Stock Units, Options,
     SARs or Restricted Stock Units theretofore granted under the Plan unless
     the affected participant shall so consent.

15.  APPLICATION OF FUNDS

     The proceeds received by the Corporation from the sale of capital stock
     pursuant to Options will be used for general corporate purposes.

16.  AMENDMENT

     The Board of Directors by majority vote, at any time and from time to time,
     may amend the Plan in such respects as it shall deem advisable, to conform
     to any change in any applicable law or in any other respect; provided that
     any such amendment shall not adversely alter or impair any of the rights or
     obligations under any contingent target AIP grants, Performance Stock
     Units, Options, SARs or Restricted Stock Units theretofore granted under
     the Plan unless the affected participant shall so consent. Notwithstanding
     the foregoing, the Plan may not be terminated or amended in a manner
     adverse to the interests of any participant (without the consent of the
     participant) either: (a) after a Potential Change in Control occurs and for
     one (1) year following the cessation of a Potential Change in Control, or
     (b) for a two-year period beginning as of the date of a Change in Control
     (the "Coverage Period"). Upon the expiration of the Coverage Period,
     subparagraph (l) of Paragraph 7II of the Plan and Paragraph 8 (a) of the
     Plan may not be amended in any manner that would adversely affect any
     participant without the consent of the participant.

     IN WITNESS WHEREOF, the Corporation has caused this Key Employee Incentive
Plan to be amended and restated as of the 19th day of August, 2002.


                                             /s/Marcella K. Arline
                                             -----------------------
                                              Marcella K. Arline
                                              Vice President, Human Resources

                                      -17-