NEW YORK — Hershey has a sudden hankering for protein, with plans to add jerky to its lineup.
The maker of sugar-high inducing treats like Reese’s, Kit Kat and Twizzlers says it’s buying Krave Jerky for an undisclosed sum. Krave, based in Sonoma, California, positions itself as a premium jerky with no artificial ingredients and comes in flavors like black cherry barbecue, basil citrus and lemon garlic.
Michele Buck, president of Hershey North America, said in a phone interview with The Associated Press that the company plans to continue expanding its offerings across the “snacking continuum” through acquisitions and in-house development. While The Hershey Co. is already strong player in sweet treats, the Krave deal is intended to give it a foothold in snacks people see as healthy fuel.
The push to expand beyond impulsive sweets comes as Americans’ addiction to snacking grows. Rather than sticking to three meals a day, people are increasingly grazing on smaller bites around the clock. The trend has prompted Dunkin’ Donuts to position its fried-chicken sandwiches as snacks, and Taco Bell to introduce a “Happier Hour” for people looking for a late afternoon pick-me-up.