Hershey expands sweet portfolio with acquisition of Sour Strips
USA – Hershey Company, one of the largest chocolate manufacturers in the world, has acquired Sour Strips, a fast-growing sour candy brand founded in the US in 2019.
Market analysts said the acquisition of Sour Strips’ sour confectionery enhances Hershey’s presence in the category and expands its reach to new consumers for more snacking occasions, considering that Sour Strips has a large social media following.
Hershey’s newly appointed president of US confection, Mike Del Pozzo, said: “The acquisition of Sour Strips expands Hershey’s offerings within our growing sweets portfolio with a product that is beloved by consumers.”
“We’re energised to welcome Maxx and the Sour Strips team to Hershey as we relentlessly accelerate our growth in sweets.”
Founded by social media personality Maxx Chewning, Sour Strips launched with the intention of zhuzhing up the sour candy category with a distinctive product that consists of shocking sour flavours.
Under the deal, Chewning will continue to lead marketing and innovation efforts for the brand and its growth.
Sour Strips founder Chewning noted that the partnership with The Hershey Company represents a significant step in Sour Strips’ mission to innovate and set new standards within the confectionery category.
“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,” he added.
Meanwhile, Brand of Brothers, suppliers of licensed branded ice cream products to UK grocery retailers, has partnered with The Hershey Company to bring together the delicious duo of Reese’s smooth milk chocolate and creamy peanut butter in the form of an indulgent ice cream.
The new flavour is available in Tesco stores across the UK comes as an ice cream stick and a 460ml tub.
The fun twin-cup shape of the Reese’s ice cream sticks matches the familiar identity of the popular confectionery treat. Shoppers who opt for the tub will enjoy the perfect blend of smooth chocolate swirls and signature Reese’s peanut butter.
Carys Delve, marketing manager at Brand of Brothers, commented that the ice cream experts are consistently thinking of innovative and exciting concepts to add to the company’s portfolio so people can indulge in their favourite chocolates.
Brand of Brothers has ramped up its ice cream offering over the past year by extending existing partnerships and enjoying new collaborations.
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