Every week, Hershey CEO Kirk Tanner analyzes the performance of nearly two dozen competing food companies to ensure that the Reese’s and SkinnyPop owner remains at the forefront.
“We’re outpacing all of them,” Tanner stated confidently about Hershey’s competitors.
Since assuming leadership of the 132-year-old snacking giant last August, Tanner has maintained a strong focus on positioning Hershey as the leader in the “next-generation of snacking.” The CEO’s strategy aims to keep its core brands relevant while expanding Hershey’s presence in categories such as better-for-you and functional foods.
The company has experienced robust growth driven by its top two iconic brands, Hershey’s and Reese’s. Additionally, newer offerings like SkinnyPop popcorn and Dot’s pretzels, perceived as healthier treats, have bolstered sales at the sweet and salty snacks maker, which increased by 4.4% in 2025 to reach $11.7 billion.
Hershey’s diverse product lineup, ranging from indulgent to functional items, has enabled the company to weather challenges like slowing consumption, rising costs, and the growing popularity of GLP-1 medications for weight loss.
“We’re in a unique position,” Tanner remarked. “We have a portfolio that is proving it can thrive in this environment. It’s in the right places for consumers.”
While companies like Conagra Brands and Kraft Heinz are predicting stagnant or declining sales for 2026, Hershey anticipates a 2.5% to 3.5% organic net sales increase in the current fiscal year due to pricing adjustments and innovation.
Hershey’s collaboration with Mondelēz International on Reese’s Oreo cookies and cups has already generated $100 million in retail sales in just five months for the cups alone. The company has also expanded Dot’s, the leading pretzel brand by market share, into snack mixes, disrupting a previously overlooked category.
The company’s dominant position in snacking is underpinned by its belief in the category’s resilience and continuous growth potential. Hershey projects that snacking will grow by 2% to 3% annually through 2027, possibly exceeding 3% by 2028 with the rise of Gen Z spending power and ongoing innovation in trending categories.
“You have to make strategic decisions and understand where to focus your efforts while avoiding distractions from insignificant matters,” Tanner emphasized. “For us, leading the next generation of snacking involves keeping our core brands highly relevant while venturing into emerging growth areas.”
Hershey is actively pursuing faster-growing snacking segments such as nutritional bars, where it holds a significant presence through brands like One and Fulfill. The company is also expanding its offerings in the better-for-you category with Dot’s and LesserEvil, which includes popcorn, cheese puffs, and other health-conscious snacks.
Looking ahead, Hershey may leverage its existing brands or consider mergers and acquisitions to further expand in these promising areas, according to Tanner.
“There are no breaks. We’re always striving for more,” Tanner concluded.