Due to its unusual combination of intense sour flavours and innovative marketing, Sour Strips has been much talked about as a new talent in the category.
Hershey’s acquisition is made to complement its very substantial sweets portfolio and reach out to a much more immature audience. To Hershey’s President of U.S. Confection, Mike Del Pozzo, the acquisition is very important in driving growth for the company. Chewning will head the brand’s marketing and product development under the umbrella of Hershey’s.
As Maxx Chewning described this as exciting, Hershey has been known for the building of iconic brands, something Maxx aspires to have with Sour Strips. “This acquisition is viewed as a step forward in the commitment of both brands to innovation and the creation of great memorable candy experiences for consumers worldwide.
