The Hershey Company has acquired Sour Strips, a fast-growing sour candy brand founded in the US in 2019.

Sour Strips' sour confectionery enhances Hershey's presence in the category and expands its reach to new consumers for more snacking occasions – Sour Strips has a large social media following.

Founded by social media personality Maxx Chewning, Sour Strips launched with the intention of zhuzhing up the sour candy category with a distinctive product that consists of shocking sour flavours.

Under the deal, Chewning will continue to lead marketing and innovation efforts for the brand.

Hershey's newly appointed president of US confection, Mike Del Pozzo, said: “The acquisition of Sour Strips expands Hershey's offerings within our growing sweets portfolio with a product that is beloved by consumers. We're energised to welcome Maxx and the Sour Strips team to Hershey as we relentlessly accelerate our growth in sweets.”

Sour Strips founder Chewning added: “Our partnership with The Hershey Company represents a significant step in our mission to innovate and set new standards within the confectionery category. Hershey's exceptional track record making iconic brands worldwide aligns perfectly with our vision for Sour Strips. Together with Hershey, our team is excited to continue delivering extraordinary experiences to candy enthusiasts around the globe.”

Financial terms of the deal were not disclosed.

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