Hershey to Launch Protein Powder in January With VitaKey as CEO Kirk Tanner Courts GLP-1 Users

Hershey will launch a protein powder in January, partnering with protein-powder company VitaKey, as the 132-year-old candy maker works to win back consumers who have cut back on sweets. The New York Post reported the plan on October 23, 2026.

Hershey's Protein Powder and the GLP-1 Bet

Hershey CEO Kirk Tanner has been speaking one-on-one with consumers about weight-loss drugs and snacks, according to the New York Post. "They still love the products they love," Tanner told Bloomberg, in an article published on October 23, 2026. "They're just eating less of them."

Nearly 30% of obese adults in the US are expected to be on appetite-suppressing GLP-1 drugs by 2035, the New York Post reported. Tanner pointed to rival Mars as an example, saying, "Today's consumer wants new products and Mars has been delivering." Mars marked 85 years of M&M's in 2026, a brand launched in 1941 as melt-resistant chocolates, and is replacing titanium dioxide in shell colourings with natural solutions, according to confectionerynews.com.

Since Tanner joined Hershey last year, the company has increased research and development spending by 25%, the New York Post reported. Hershey is also expanding its gum-and-mints division for consumers dealing with "Ozempic breath," a bad-breath side effect of the drug, and gum sales rose 8% earlier this year, according to Bloomberg. The company, which makes Skinny Pop, Dots Pretzels and Pirate's Booty, is working on portion-controlled packaging and increasing its savory offerings.

Hershey's Innovation and Expansion Plans

Hershey's 'Next Generation Snacking' strategy and ONE Hershey operating model, unveiled at its 2026 Investor Day, project more than $1.5 billion in sales from innovation over five years, according to akta.pro company records. The same records show Hershey announced global market expansion into Mexico, the United Kingdom and Brazil under the ONE Hershey commercial model, with active commercial operations already in India and China. Hershey appointed Heather Hoytink as President, U.S. effective July 8, 2026, hiring her from PepsiCo, where she was SVP and Chief Commercial Officer of U.S.

Dot's Pretzels and Hershey's Salty Snack Push

Hershey's Dot's pretzels, acquired in 2021 for $1.2 billion, generated $626 million in sales last year and hold a 23% market share, Food Dive reported in October 2026. The brand is expanding into snack mixes and other salty categories, with a 2027 marketing campaign planned. Hershey aims to become the No. 1 player in the salty snack category.

The protein snack bar market is expected to grow from $21.94 billion to $32.66 billion by 2031, an 8.2% growth rate, the New York Post reported. Rxbar, the company behind David bars, hit a $2.25 billion valuation this year in the biggest deal of the year in the industry, according to Forbes.