In a move to broaden its offerings and reach new audiences, Hershey has acquired the sour candy brand Sour Strips for an undisclosed sum. The acquisition of the brand, launched in 2019 by social media personality Maxx Chewning, aligns with Hershey’s strategy to diversify its sweets portfolio and capture more snacking occasions.
Sour Strips, known for its tagline “sour candy that doesn’t suck,” has gained a strong following, particularly among younger consumers. Available through major retailers like Walmart, Amazon, and Target, the brand is poised for growth in the U.S. sour candy market, which is expected to reach $2.7 billion by 2030 with a compound annual growth rate of 7.3%.
According to Mike Del Pozzo, Hershey’s president of U.S. confections, the acquisition of Sour Strips is part of Hershey’s “relentless” efforts to accelerate growth in the sweets segment. “We’re excited to bring Sour Strips into our portfolio as we continue to build on our heritage in the confectionery industry,” said Del Pozzo.
The deal keeps Chewning in a leadership role for marketing and innovation, leveraging his social media influence with over 400,000 followers to maintain and grow the brand’s connection with young consumers. This partnership underscores Hershey’s aim to integrate Sour Strips while keeping its brand voice authentic and engaging.
As demand for sour candy continues to rise, Hershey is expanding beyond traditional chocolate, which has seen fluctuations in consumer demand and pressure from elevated cocoa prices. Earlier this year, Hershey also launched a sour version of its Shaq-A-Licious XL Gummies in collaboration with Shaquille O’Neal, a further sign of its commitment to diversifying its product line-up.
This acquisition follows Hershey’s strategy with previous purchases like Dot’s Home-style Pretzels and SkinnyPop, where the company applied its extensive distribution and marketing power to increase product reach.
While Hershey has reduced its net sales growth forecast due to higher prices affecting demand, CEO Michele Buck remains optimistic. “We believe in the resilience of our snacking categories and our ability to drive market share,” Buck said, highlighting Hershey’s focus on in-store performance, sweets growth, and seasonal opportunities as key drivers for future expansion.