Hershey promotes enhanced packaging strategy at Sweets & Snacks Expo
Lindsay McCabe, of Hershey, offered a key update at Sweets & Snacks Expo on its major releases this summer. Pic: Neill Barston
The US-based Hershey group used this year’s key Sweets & Snacks Expo as a launch-point for an enhanced policy on its packaging design, writes Neill Barston.
As previously reported by Confectionery Production, the Pennsylvania business went big on setting out to impress a record number of attendees last week at the key American event, with new launches for its core Reese’s brand.
Attendees also greeted the launch of new Hershey’s Kisses in Cinnamon variety, plus an expansion of its Shaq-a-Licious Gummy series as a special collaboration with basketball star Shaquille O’Neal for good measure. (See our exclusive video review of Sweets & Snacks Expo featuring Lindsay McCabe, of the Hershey Company, below).
Beyond adding new textures and flavours to its existing ranges, the company took the opportunity to introduce what it described as a “transformative packaging strategy” designed to enhance the shopping experience and bring additional value to shoppers.
With a carefully curated selection of new products spanning traditional chocolate favorites, expanded sweet and salty categories, and on-trend formats, the business set out its stall to extend its range of products for the US and broader global exports.
Speaking to Confectionery Production at Sweets and Snacks Expo, Lindsay McCabe, manager of brand PR and communications (pictured, main image), believed there had been an especially strong response to its booth at this year’s event.
She said: “I think everyone has been really excited by the innovation that the Hershey Company has brought to Sweets & Snacks this year. We have a lot of new products to offer including our new brand Sour Strips, as well as from Jolly Rancher, which has been accelerating its portfolio with offering three new offerings, as well as new products from our iconic Reese’s brand,” enthused the brand specialist, who noted that Sweets & Snacks Expo remained of vital importance as being the only main opportunity for the entire value chain of the industry to convene.
In terms of market tests, she noted that it has been ‘a difficult year’ for the company in regards to the financial pressures that have been impacting from the wider market in the form of tariffs, and core ingredients prices rising across the sector, yet she believed the company was in a strategically strong position to handle market factors. (see more on this interview in our subsequent edition of Confectionery Production).
Notably, as the business asserted, it remains the leader in snack size confections, holding a 47% market share, and is strategically shifting snack size to meet evolving consumer needs as part of a comprehensive packaging strategy. This approach includes snack size bags designed to improve visibility and shopping convenience, ultimately enhancing the consumer experience.
Moreover, as the company revealed, its shift to snack sizing with its packaging is supported by virtual reality testing supports this decision, projecting a significant increase in snack size dollar and unit sales. Consumer testing demonstrated a 41% improvement in product findability compared to traditional laydown bags.
Already experiencing strong growth in the snack size category, Hershey believes this transition to stand-up bags will further cement its position as the undisputed leader in snack size confectionery featuring their fan-favorite core brands.
In addition, Hershey has found that multipacks, the fastest growing packaging in salty snacks (up 14% in four years, with 73.4% household penetration), are a key growth driver.
Moreover, the company is responding in extending its multipack boxes with new multi-brand variety boxes, currently rolling out in stores nationwide.
The company’s research shows that 70% of consumers are loyal to their favorite salty snack multipacks, citing convenience, portability, and portion control as key benefits. Multipacks have become a powerful trip-driver, with retailers expanding shelf space to meet demand.
