Hershey to Acquire Better-For-You Snack Brand LesserEvil, Expanding Health-Conscious Portfolio

Hershey is making a strategic move into clean-label snacking, announcing plans to acquire LesserEvil — the better-for-you brand known for its organic popcorn, grain snacks, and adaptogenic innovations.

Founded in 2005, LesserEvil has become a rising force in the wellness snack aisle, emphasizing simple ingredients, functional benefits, and sustainable practices. The deal aligns with Hershey’s multi-year strategy to diversify beyond confectionery and build a broader snacking platform that reflects evolving consumer preferences around health, transparency, and lifestyle alignment.

Hershey has steadily expanded its reach through past acquisitions like SkinnyPop and Dot’s Pretzels, but the LesserEvil deal marks a deeper commitment to the natural and functional snack space. The brand’s distinctive voice and loyal fanbase — particularly among younger, label-conscious consumers — position it as a valuable asset for future growth.

Corpbrief Insight:

This acquisition signals a key shift: wellness isn’t a niche — it’s the next mainstream. As legacy food companies race to modernize their portfolios, brands like LesserEvil offer built-in credibility, agility, and cultural resonance. Hershey isn’t just buying product — it’s buying relevance.