The Hershey Company announced Friday that it has acquired Sour Strips, a fast-growing sour candy brand with a powerful social media presence.
The company said that Sour Strips would enhance Hershey's presence in the category and expands its reach to new consumers.
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Founded in 2019 by social media personality Maxx Chewning, Sour Strips set out to invigorate the sour candy category with a distinctive product that combines "shockingly" sour flavors with innovative branding. 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 of U.S. confection at Hershey. "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," Chewning said.
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