Hershey is pivoting beyond its chocolate roots with a growth strategy targeting salty and better-for-you snacks. The maker of Reese's Peanut Butter Cups and Twizzlers announced plans at its annual investor conference to lead next-generation snacking by expanding into premium, functional and salty categories while modernizing its supply chain.

CEO Kirk Tanner outlined a five-year innovation pipeline to support both core confectionery and newer segments. The strategy follows Hershey's recent consolidation of its sweet, salty and protein brand portfolios in the U.S., along with centralized global marketing to streamline operations and improve retail execution.

The shift reflects broader industry trends as traditional candy makers seek growth in higher-margin, health-conscious snack categories. By diversifying beyond chocolate, Hershey aims to capture faster-growing segments of the snacking market while leveraging its distribution strength and brand portfolio.