Hershey wants to make more than candy

In 1900, Hershey released its first chocolate bar turning what once was a luxury into an affordable, accessible treat.

Over the last 125 years, the candy company has continued that innovation, bringing items like Reese’s, Twizzlers, and Jolly Rancher to our candy drawers. But now, it seems the retailer is ready to change tack.

In recent years, Hershey has expanded into other categories, acquiring snack brands like Skinny Pop, Pirate’s Booty, and One protein bars. Former CEO Michele Buck led much of that transition in the early 2020s.

“Our plan was to expand further into snacking, not diversify out of confections,” she told the Harvard Business Review in 2022. “We wanted to build the portfolio in a way that would capitalize on our strengths and offer consumers more snacking occasions.”

Newly appointed CEO Kirk Tanner recently told investors he’s committed to continue that growth path, further expanding Hershey’s reach outside of the candy aisle.

Functional foods are typically defined as those that offer specific benefits beyond basic nutrition. The phrase covers a wide range of ingredients and attributes that can affect everything from a consumer’s mental health to their physical well-being.

It’s a space that’s ripe for expansion, as consumers become increasingly focused on wellness.

Functional nutrition is one of the fastest-growing segments of the $2 trillion wellness market, a recent study by McKinsey & Company reports. In 2025, about 50% of the U.S. population, and 66% of Gen Zers, purchased functional nutrition products.

“This trend has been fueled by the shift toward food as preventative medicine, as consumers are becoming more aware of how food and beverage choices affect their health,” McKinsey & Company’s report said.

“Rather than only thinking of healthy food as foods that are free from certain components, such as gluten or sugar, consumers are now looking for foods that include high-value components, such as protein, nootropics, or turmeric.”

Going forward, the consulting firm expects to see the most demand for products that support energy, gut health, and immunity.

Hershey’s CEO Kirk Tanner says the candy company is looking to branch into functional foods as the wellness market explodes. Getty Images

Spotting an opportunity for growth, Hershey CEO Kirk Tanner recently told investors the confectionary company was eyeing ways to invest in the functional foods market.

“We’re investing in the space so that we can continue to be relevant for consumers,” he said in an interview at the company’s recent investor day in New York City, Food Dive reports. “To be in the space, it’s fast-paced, it’s fast-moving…You have to actually go faster than the rest of our portfolio.”