The snub underscores the challenges Mondelez Chief Executive Irene Rosenfeld faces in wooing Hershey's controlling shareholder, the Hershey Trust, a $12 billion charity created by the eponymous company's founder a century ago.
In the week before Easter last year, Americans bought $823 million in creme-filled eggs, chocolate rabbits and colored marshmallow Peeps, according to Nielsen data.
Ellen Gordon, 83, will succeed her 95-year-old husband, Melvin, who was the oldest CEO of any company listed on the New York Stock Exchange or the Nasdaq Stock Market.