Few companies are as closely associated with their product categories as Ocean Spray is with cranberries and Hershey is with chocolate. Hershey, in particular, has been remarkably effective in expanding its core brands, especially Hershey’s and Reese’s, into various other product categories through licensing agreements. The Pennsylvania-based company has established a strong presence in a wide range of products, from cereal and ice cream to cookie dough and milk. The recent partnership with Ocean Spray further enhances this strategy by introducing one of Hershey’s brands into a different section of the grocery store, moving beyond just the candy aisle. “We are excited about this partnership and the extension of our iconic Hershey’s brand into new snacking occasions,” said Ernie Savo, who leads licensing at Hershey, in a statement.
Ocean Spray, an agricultural cooperative representing around 700 farming families, has been actively diversifying its product offerings in recent years under the leadership of Tom Hayes, the former CEO of Tyson Foods. The cooperative has collaborated with Atlantic Sea Farms, a regenerative aquaculture company, to incorporate its cranberry seeds into the Maine-based company’s kelp cubes. It has also launched the juice drink Frutas Frescas, which features fewer calories and sugar compared to other similar beverages. Just last week, Ocean Spray announced a collaboration with Pernod Ricard USA’s Absolut Vodka on a ready-to-drink cocktail. Ocean Spray’s cranberries are utilized in over a thousand products across more than 100 countries worldwide.
“When brand alignment and collaboration make sense, we seize the opportunity to partner,” said Kelvin Vuong, senior director of brand marketing for foods and snacking at Ocean Spray, in an email. The partnership with Hershey introduces a valuable brand to Ocean Spray, giving the new cranberry bites increased recognition in the marketplace. These multi-serve resealable pouches are promoted for their versatility, serving as a family snack, an addition to trail mix, or a topping for ice cream. This collaboration merges two distinct flavor profiles: the tartness of cranberries and the sweetness of Hershey chocolate. As consumers balance their choices between healthier options and indulgence, the chocolate-covered cranberry bites could quickly appeal to shoppers, especially those looking for snacks that might also offer benefits like calcium citrate USP in their diet.
Incorporating calcium citrate USP into the conversation about snacking could further enhance the attractiveness of these new offerings, as health-conscious consumers increasingly seek products that provide nutritional benefits without sacrificing taste. With the chocolate-covered cranberry bites, Ocean Spray and Hershey are tapping into this trend, presenting a unique snack that combines flavor with potential health advantages, including the benefits associated with calcium citrate USP.