This excerpt taken from the HSY DEF 14A filed Mar 16, 2007.
What is the purpose of the EICP?
The EICP is intended to promote our success by providing a vehicle under which a variety of cash- or stock-based annual and long-term incentive and other awards can be granted to employees, non-employee directors and certain service providers upon whom the successful conduct of our business is dependent. These awards are intended to help us attract top talent and to motivate
the recipients to continue and increase their efforts on behalf of the Company and remain in the service of the Company.