The five-year investment, announced today (30 January), also aims to help West African farmers increase their cocoa output by 50% through "modern methods", the US confectionery giant said.

However, the firm has come under fire from The International Labor Rights Forum (ILRF), which plans to show a commercial titled: 'Hershey's Chocolate: Kissed by Child Labor' during the Super Bowl on 5 February. The advert, which will appear on on a screen outside Lucas Oil Stadium in Indianapolis, will focus on Hershey's "hollow commitments" on taking responsibility for its cocoa supply chain and improving conditions for workers, the rights watchdog said.

"In West Africa, where Hershey's sources much of its cocoa, over 200,000 children are forced to harvest cocoa beans every year," said ILRF's executive director, Judy Gearhart. "Hershey prides itself on its commitment to supporting under-served children in the US, yet it lags behind when it comes to putting policies in place to end the exploitation of children in the cocoa industry.

"Hershey has no policies in place to purchase cocoa that has been produced without the use of child labor, and the company has consistently refused to provide public information about its cocoa sources," Gearhart added.

Hershey could not be reached for comment on ILRF's commercial or its own investment.

The firm's statement says the investment will be used to provide cocoa farmers with training to help them "address global climate change and adapt to its impacts", as part of an overall strategy to "eliminate child labour". Rainforest Alliance inspectors will monitor and audit practices on farms supplying certified beans to Hershey, the company said.

Later this year, US consumers will also be able to purchase Hershey’s Bliss products with 100% cocoa from Rainforest Alliance Certified farms - the firm's first product certification programme for a Hershey brand.