Chocolate giant The Hershey Company is working to launch more “better-for-you” (BFY) products, including plant-based alternatives. The company defines the better-for-you category as products serving “a variety of interests, from those seeking portion-control to plant-based ingredients.” Hershey’s will be expanding this category through a long-term strategy it announced this week that includes innovation toward the BYF category of existing products, research and development of new products, licensing agreements to co-create products, and acquisition of brands that deliver BYF options. 

“We are the leader in US confection, and our consumers rely on us to understand their needs for everyday moments, seasons and special occasions, offering high-quality and great tasting candy that’s accessible for everyone,” Kristen Riggs, Chief Growth Officer at Hershey, said. “Expanding our expertise, building new capabilities, and delivering more choices in better-for-you confection is the next big category opportunity for us to lead.”

Vegan Kit Kat bars?

Hershey currently produces a number of popular confections in the US, including Reese’s peanut butter cups, Kisses, and Kit Kat bars. Outside of the US, Kit Kat bars are produced by Nestlé, which is planning to launch a vegan version of the iconic bars in a variety of markets, including in the United Kingdom. While Hershey’s is currently innovating its BFY category, it has not announced plans to launch vegan Kit Kat bars in the US.

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