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With travel on hold, backyard fire pits and s'mores treats have become popular. Pic: Gettyimages

More s’mores please: Sales of American classic soar during COVID pandemic

Hershey has reported a record-breaking demand for s’mores during the coronavirus crisis, with sales of its six-pack bars skyrocketing by 40% - even higher in some US states with stricter lockdown regulations. Monday 10 August is ‘National S’mores Day’ and Ryan Britt, Heshey director of US customer supply chain, explains the campfire treat’s enduring appeal.

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