Hershey dips into meat market with Krave Jerky; 'meat bars' in the works

Associated Press

Hershey has a sudden hankering for protein, with plans to add jerky to its lineup.

The maker of sugar-high inducing treats like Reese's, Kit Kat and Twizzlers says it's buying Krave Jerky for an undisclosed sum. Krave, based in Sonoma, California, positions itself as a premium jerky with no artificial ingredients and comes in flavors like black cherry barbecue, basil citrus and lemon garlic.

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Michele Buck, president of Hershey North America, said in a phone interview with The Associated Press that the company plans to continue expanding its offerings across the "snacking continuum" through acquisitions and in-house development.

The push to expand beyond impulsive treats comes as Americans' addiction to snacking grows.