Hershey Acquires Sour Strips to Expand Reach in the Growing Sour Candy Category

The Hershey Company has acquired Sour Strips, a fast-growing brand known for its bold flavors and strong Gen Z following, as it looks to strengthen its presence in the high-growth sour candy segment.

Sour Strips, founded by fitness influencer Maxx Chewning in 2019, has built a cult following through direct-to-consumer sales, social media virality, and strategic retail expansion. The brand’s brightly packaged, sugar-coated strips are positioned as a premium take on sour candy — resonating with younger consumers seeking flavor intensity and modern aesthetics.

Hershey’s acquisition reflects a broader strategy to diversify its confectionery portfolio with culturally relevant, digitally native brands. Sour Strips will benefit from Hershey’s scale in manufacturing, distribution, and merchandising, while retaining its core brand identity and innovation pipeline.

corpbrief insight:

Hershey isn’t just buying candy — it’s buying culture. Sour Strips brings the flavor, format, and fandom that connect with the next generation of snackers.