Sugar’s reputation has taken a big hit in the 21st century. Once so admired it became synonymous with the heart’s desire in pop songs and beyond, sugar finds itself on the outs with its old pal, salt, in today’s more health conscious age. That means it’s time for companies who traffic in sugar to pivot, just as fossil fuel companies are looking hard at wind and solar.
Hershey’s — the famous American chocolate brand — is doing just that. One ingredient consumers crave now the way they once wanted sugar is protein. So Hershey’s is taking its marketing expertise and putting that power behind Krave Jerky, a company it acquired in 2015. Krave markets itself as “healthy gourmet jerky” filled with protein and aligns its brand with fitness guru Jillian Michaels. Plus it offers innovative flavors including Basil Citrus Turkey, Lemon Garlic Turkey, Black Cherry BBQ Pork. Now sugar — and especially the desire for chocolate — isn’t going away. But Hershey’s is trying to find a place beyond what’s increasingly seen as the “guilty pleasure” snack choice. Hershey’s also wants to be there when you have a snack you feel good about eating.
[Taste test a Krave Jerky 8 Flavor Variety Pack at Amazon]