Hershey’s Eyes ‘New Snacking Occasions’ With Ocean Spray Product Partnership

Hershey’s expansion of its snacking business continues with today’s announcement of a new line of chocolate-dipped cranberry bites created in partnership with Ocean Spray.

The new product is available in two varieties at launch – Milk Chocolate Dipped Cranberry Bites and Dark Chocolate Dipped Cherry Infused Cranberry Bites – and complements Ocean Spray’s existing confectionery line, which includes Greek Yogurt Dipped Cranberry Bites.

Chocolate Dipped Cranberry Bites are now available for purchase in select stores across the U.S. and will continue to roll out throughout the summer at retailers such as Walmart, Kroger and Publix, among other stores, in both 5 oz. and 8 oz. multi-serve pouches.

The launch will be accompanied by a summer marketing campaign to raise awareness and drive engagement. According to Vuong, the campaign will feature elements such as targeted advertisements, trialing and sampling programs and collaborations on social media.

For Hershey’s, the partnership represents an opportunity to leverage its brand recognition and expand its presence in the dried fruit aisle. The company has previously launched other fruit and chocolate-based products with similar health-forward attributes under its Brookside brand, which it acquired in 2011 for an undisclosed amount, and its BarkThins brand, which it acquired in 2016.

Under the leadership of president and CEO Michele Buck, appointed in 2017, The Hershey Company has worked to develop its snacking segment, acquiring brands such as Pirate’s Booty and ONE Bar and divesting from confection brands such as Dagoba and Scharffenberger Chocolate. In 2021, Hershey’s purchased Dot’s Homestyle Pretzels as well as its copacker, Pretzels Inc., for $1.2 billion. Last month, the company purchased its Skinny Pop copacker, noting it planned to launch products that could cross over between snacking and confection.

“We are excited by this partnership and extension of our iconic Hershey’s brand into new snacking occasions,” said Hershey Licensing Company president Ernie Savo in a statement. “Ocean Spray is synonymous with cranberry, and we can’t think of [a] better way to enjoy this wonderful superfruit than with an indulgent touch of delicious Hershey’s milk chocolate.”

According to a recent report by Market Research Future, the global dried fruits market is projected to grow at a CAGR of 5.7%, reaching $15.5 billion by 2030. Top use occasions include confectioneries, bakery products and desserts and sweets.

“[Consumers] have told us they are seeking new ways to enjoy our cranberries,” said Ocean Spray senior director of marketing, foods and snacking Kelvin Vuong in an email to NOSH. “By partnering with Hershey’s, another iconic brand with a strong reputation for quality, we are proud to introduce this snack line that caters to the whole family’s cravings and is perfect for both on-the-go or while settling in for a movie night at home.”

The news comes just one week after the Massachusetts-based cranberry cooperative announced it is teaming up with Absolut to launch Vodka-Cranberry Range, a RTD cocktail line expected to launch in early 2024. The range will include a variety 8-pack of four combinations, two 4-packs and single cans.

Ocean Spray has previously looked to explore new ways to utilize its signature berry, launching product innovation arm, The Lighthouse, in 2019. Within snacking, in 2021 the company launched functional dried fruit blends under its Fruit Medley brand, followed more recently by its single-serve Snack Medley pouches.