Hershey pushes protein and zero-sugar snacks in total-snacking strategy

Hershey introduced the Reese’s Layered Protein Bar on June 1 with the line “Hits Like Reese’s,” a direct attempt to graft protein onto one of its most valuable candy brands instead of launching a separate health snack with no emotional pull. The company’s “ONE Hershey” model brings together Sweet, Salty and Protein portfolios, and it is already showing up in new products, bigger R&D spending and a more explicit retailer pitch around total snacking.

At the same time, the company is pushing Hershey’s Crème Bar, Hershey’s Zero Sugar Cookies ’n’ Crème Pouch, Dot’s Original Homestyle Pretzels Chipotle Honey Flavor and ONE x Reese’s Peanut Butter Chocolate Layered Bar, giving the portfolio reach across sweet, salty and functional occasions.

Hershey laid out the strategy more fully at its May 19 to 21 Sweets & Snacks Expo presence in Las Vegas, Nevada, where it said it was moving beyond category leadership to become a “total-snacking advisor.” The company said the integrated portfolio would help retailers with assortment, placement and shopping experience. Hershey also said it is increasing research and development investment by 25% to speed insight-led innovation, and that high-growth spaces are expected to represent more than 40% of its sales.

Hershey said 89% of consumers seek added benefits in snacks, food and drinks. The nutrition bar market is about $6 billion and grew 14% in 2025, and Hershey is positioning its protein entries to capture that demand.

In first-quarter 2026, Hershey reported consolidated net sales of $3.1042 billion, up 10.6% year over year, and said Hershey’s and Reese’s delivered non-seasonal retail sales lifts of 11% and 10%. At its March 31 Investor Day in New York, the company said it would lead “next generation snacking” by expanding into better-for-you, salty and functional categories.