Hershey acquire social media snack sensation Sour Strips
The Hershey Company is now in the sour candy space with the acquisition of Sour Strips, a fast-growing sour candy brand with a powerful social media presence.
The move is designed to enhance the chocolate company's footprint in the category and "expand its reach to new consumers for more snacking occasions," according to a release.
With the tagline "sour candy that doesn't suck," Sour Strips was founded in 2019 by social media personality Maxx Chewning.
Sour Strips built a reputation in the sour candy category by combining "shockingly sour flavours with innovative branding to elevate the candy experience."
As part of the deal, Chewning will continue to lead marketing and innovation efforts for the brand.
"The acquisition of Sour Strips expands Hershey's offerings within our growing sweets portfolio with a product that is beloved by consumers," said Mike Del Pozzo, president, U.S. Confection, The Hershey Company. "We're energized to welcome Maxx and the Sour Strips team to Hershey as we relentlessly accelerate our growth in sweets."
"Our partnership with The Hershey Company represents a significant step in our mission to innovate and set new standards within the confection category," said Chewning. "Hershey's exceptional track record making iconic brands worldwide aligns perfectly with our vision for Sour Strips. Together with Hershey, our team is excited to continue delivering extraordinary experiences to candy enthusiasts around the globe."
Hershey has more than 90 brand names available in approximately 80 countries that drive more than US$11.2 billion in annual revenues, including Hershey's, Reese's, Kisses, Kit Kat, Jolly Rancher, Twizzlers and Ice Breakers, as well as salty snacks including SkinnyPop, Pirate's Booty and Dot's Homestyle Pretzels.
