Hershey plans to acquire healthier snacks maker LesserEvil
The acquisition furthers Hershey’s push into salty snacks by adding another fast-growing brand to its portfolio while increasing the snacking options it can provide to consumers.
USA – Pennsylvania-based snacking giant Hershey, has announced that it is set to purchase LesserEvil, a company known for its organic snacks that focus on bold flavours and healthier ingredients, for an undisclosed amount.
Hershey has eschewed snacks such as chips in favour of buying popcorn, puff and pretzel brands that offer unique flavour profiles and technology it can apply to other products it makes.
LesserEvil fits squarely into this strategy, with what Hershey calls “interesting and bold flavours.” These include Himalayan Pink Salt Paleo Puffs, Oh My Ghee! Popcorn, Sugar Cookie Popcorn and Avocado-Licious Organic Popcorn.
This deal also builds on Hershey’s existing presence in snacks like popcorn and puffs, while adding treats such as curls and onion-flavoured, ring-shaped offerings to the mix.
“Investing in LesserEvil brings a multi-category, better-for-you snacks platform to extend our offerings into new categories and forms, reaching new consumers in more eating occasions,” said Michele Buck, Hershey’s CEO.
Buck added that this high-growth brand not only complements their beloved confection and salty snack brands but also brings additional manufacturing capabilities and capacity to meet growing consumer and retailer needs.
Hershey said LesserEvil’s leadership team will continue with the company. The transaction is expected to close later this year.
In recent years, Hershey has aggressively moved beyond its signature confections by building a presence in salty snacks.
Hershey purchased Amplify, the parent company of popcorn brand SkinnyPop, for US$1.6 billion in 2017, the largest deal in the company’s history.
It also acquired Pirate’s Booty cheese puffs a year later, and in 2021 doled out US$1.2 billion for fast-growing Dot’s Homestyle Pretzels and its Midwest co-manufacturer Pretzels Inc.
Hershey also recently named Veronica Villasenor, a 22-year veteran with the company, to oversee its salty snacks business.
While growing, the segment is responsible for a small portion of Hershey’s business, with the lion’s share of its operations coming from confections. Salty snacks made up about 10% of its US$11.2 billion in total sales in 2024.
Based in Danbury, Conn., and founded in 2005, LesserEvil in 2023 secured a minority growth investment from Aria Growth Partners, allowing it to expand manufacturing operations and open additional retail distribution.
LesserEvil makes popcorn, puffs, curls and other snacks using healthier ingredients. Many of its products are made with coconut oil or avocado oil. The transaction remains subject to regulatory approval and is expected to close later this year.
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