Hershey’s Buys “Sour Strips” Candy Brand for an Undisclosed Amount

In a move that’s shaking up the candy aisle, Hershey recently announced its acquisition of Sour Strips, the popular sour candy brand with a strong social media presence. This latest addition to Hershey’s expanding sweets portfolio is part of the company’s strategy to broaden its appeal among younger, flavor-forward consumers.

Sour Strips is no ordinary candy. Founded by influencer Maxx Chewning in 2019, the brand has grown quickly by capitalizing on a savvy mix of social media marketing and a distinctive, ultra-sour taste profile. With colorful packaging and an appeal to candy lovers who want more punch in their sweets, Sour Strips has built a following that’s as loyal as it is enthusiastic. Now, with Hershey’s acquisition, the brand is poised to reach even more candy enthusiasts, bringing its social media stardom to a broader stage.

Why Sour Strips? Hershey’s acquisition reflects a shift in the candy giant’s strategy. While Hershey has long been known for classics like Reese’s and Kisses, the Sour Strips buy signals a pivot toward edgier, more intense flavors that appeal to younger audiences. By adding a bold brand with built-in digital clout, Hershey taps into a market hungry for variety, innovation, and flavor intensity that breaks the traditional mold.

The rise of Sour Strips mirrors a larger trend in the candy industry: the demand for intense flavors and unique experiences. Sour, spicy, and even bitter flavors have surged in popularity as younger consumers look for tastes that push the boundaries of traditional sweetness. Hershey’s acquisition is a clear indication that they’re watching these trends and positioning themselves to capitalize on a generation that craves more than just chocolate.

What’s Next for Sour Strips?

Hershey plans to scale Sour Strips, expanding its presence beyond niche markets and specialty stores to reach a mainstream audience. With Hershey’s resources, Sour Strips could soon be on shelves across the country, competing directly with other sour candies while retaining its independent spirit. While exact plans for distribution and branding changes remain under wraps, it’s likely we’ll see Sour Strips’ colorful packaging and punchy flavors hitting more shelves in the near future.