The Hershey Company announced its intent to acquire LesserEvil, a maker of organic snacks, on April 3, 2025. The acquisition aims to expand Hershey’s snacking portfolio with better-for-you options. The deal is expected to close later in 2025, pending regulatory approvals. Michele Buck, Hershey’s CEO, emphasized the strategic alignment, stating the acquisition brings “a multi-category, better-for-you snacks platform” and enhances manufacturing capabilities.
LesserEvil’s Rise to Prominence
LesserEvil is a company that has made a name for itself in the organic snacking space. Founded in 2004 by Michael A. Sands, LesserEvil is headquartered in Danbury, Connecticut, and specializes in clean-label snacks. Its product lineup includes prepopped popcorn, Paleo Puffs, and Power Curls, known for their health-conscious and eco-friendly branding. Revenue approached $100 million in 2023, with about 250 employees.
Strategic Fit for Hershey’s
The acquisition of LesserEvil aligns with Hershey’s broader strategy to diversify into salty and better-for-you snack markets. As consumers increasingly seek out healthier snack options, companies like Hershey’s are looking to expand their portfolios to meet this demand. LesserEvil’s health-focused, multi-category platform complements Hershey’s confectionery brands like Reese’s and Jolly Ranchers, as well as its salty snack brand SkinnyPop. This move caters to growing consumer demand for snacks with bold flavors and clean, organic ingredients.
For more insights on snacking trends, check out this article on snacking trends during economic uncertainty. The growth of the organic snack market is also reflected in the rise of freeze-dried candy as a snack trend.
Leadership Continuity and Growth Prospects
LesserEvil’s leadership, including CEO Charles Coristine, will remain involved post-acquisition to ensure operational continuity and maintain the brand’s mission of mindfulness and innovation. Hershey’s resources combined with LesserEvil’s expertise are expected to drive growth in the organic snack category. Michele Buck emphasized the opportunity to leverage LesserEvil’s capabilities to meet “growing consumer and retailer needs.” With a focus on organic and health-conscious snacking, LesserEvil is poised for continued growth.
LesserEvil’s Journey and Challenges
LesserEvil has grown significantly since its rebranding in 2019, focusing on organic and health-conscious snacking. Recent milestones include the acquisition of R.E.D.D. energy bars in 2022 and multiple product awards between 2022-2024. However, the brand faced scrutiny in 2023 with a lawsuit over its “healthier” snack claims, reflecting broader industry challenges in the better-for-you snack segment. For more on private label snacking, check out this article on Kroger and Albertsons’ private labels.
Some key products that have contributed to LesserEvil’s success include:
* Himalayan Pink Salt Organic Popcorn
* Oh My Ghee! Gourmet Popcorn
* Paleo Puffs
* Power Curls
These products have earned awards for innovation and taste, and are known for their health-conscious and eco-friendly branding. The nutritional benefits of certain ingredients, such as pistachios as a nutritional snack powerhouse, are also being highlighted in the industry.
Conclusion and Future Outlook
Hershey’s acquisition of LesserEvil underscores its commitment to evolving consumer preferences for better-for-you, organic snacks. The integration of LesserEvil into Hershey’s portfolio is poised to strengthen its position in the competitive global snack market, driving sustained growth and innovation. For more on the latest snacking trends and innovations, visit snacking trends and innovations. With a continued focus on healthier snacking options, companies like Hershey’s and LesserEvil are likely to remain at the forefront of the industry. If you’re looking for new snack ideas or want to shop for snack-themed apparel, there are many exciting options to explore. You can also submit your dessert recipe to be featured on our site or submit a local dessert shop to our business directory.