Hershey’s Better-for-You Pivot

Hershey’s acquisition of LesserEvil, a maker of better-for-you puffs and popcorn, signals the confectionery giant’s commitment to growth beyond traditional chocolate. The company aims to position salty snacks as 20% of revenue within a decade.

Strategic Context

Hershey’s move reflects broader CPG trends:

– Consumer shift toward healthier snacking options
– Demand for variety beyond chocolate and sweets
– Growth potential in functional and better-for-you categories
– Retail shelf consolidation favoring manufacturers with broad portfolios

LesserEvil’s Appeal

The better-for-you puffs and popcorn maker offers:

– Proven consumer demand for cleaner snack options
– Manufacturing expertise in air-popped and baked snacks
– Distribution momentum particularly among health-conscious consumers
– Cross-selling opportunities across Hershey’s retail relationships

The Ambitious Target

Hershey’s goal to grow salty snacks to 20% of revenue demonstrates:

1. Long-term strategic vision beyond core chocolate business
2. Confidence in better-for-you category growth
3. Commitment to portfolio diversification
4. Willingness to embrace innovation alongside tradition

What This Means

Traditional candy companies must evolve to capture growing consumer preference for healthier options. Hershey’s acquisition strategy signals confidence that better-for-you snacking is the future of the category.