![Visibility in convenience stores is key. “People aren’t looking to spend a very long time in c-stores,” said Jenna Minnig, senior coordinator, communications, The Hershey Company. “By stocking these [products], we are able to rely on vertical merchandising, which is placing our products in a vertical block on the shelf. Shoppers can scan up and down to find their preferred items or flavors quickly.”](https://www.foodnavigator-usa.com/resizer/v2/SQGFM5TV55ETBDVM7PRTSF2DRM.jpg?auth=d8c2fbe4e97a04dab262f787afabed4707e7eea74ae15e8ad04deab1dc009d50&width=824&height=465&smart=true)
Hershey is leaning into convenience stores with a slate of new and refreshed products designed to boost basket size, drive repeat purchases and meet evolving consumer preferences.
Among the highlights is Jolly Rancher Ropes in tropical fruit punch and mango, launching early next year. The candies were created with Gen Z in mind, according to Jenna Minnig, senior coordinator, communications, The Hershey Company.
“They really are from our insights, we’ve learned that [Gen Z] lean into bold, tropical flavor profiles, and this new version features fruit punch and mango and still that same chewy texture,” Minnig explained.
Expanding favorites and king-size options
Hershey expanded its Rolo into a king-size pack, catering to shoppers who want more indulgence in a single purchase.
“It’s one of the fastest growing pack types in the chocolate sector,” Minnig noted. The new packaging also features a refreshed logo and enhanced imagery to appeal to consumers’ appetites.
Powerhouse collaborations drive demand
Collaboration continues to be a major driver for the company, with the Reese’s Oreo Cup blending two iconic brands.
“We found that there were over 200 million views on user-generated content of people already showing this combination of Reese’s Peanut Butter Cups with Oreo on social media, especially amongst Gen Z consumers,” she said.
Non-chocolate innovations take center stage
Non-chocolate products also underscore Hershey’s c-store strategy:
- Shackalicious XL gummies, a Shaquille O’Neal collaboration, introduces new shapes and flavors like strawberry, lime and mango.
- Ice Breakers Fruity Mix, the brand’s first fruit-forward assortment, appeals to consumers using mints for multitasking or curbing sugar cravings.
“We still have the same common need, which is a breath refresher, but as opposed to people who are just going for more minty flavors, these fruity flavors can appeal to people who might use them while they’re focusing on multitasking or curbing their sugar cravings,” said Minnig.
Snacks and reformulations for convenience
SkinnyPop White Cheddar now includes dairy, reflecting consumer demand: “Dairy is the largest ready-to-eat popcorn palette out there. We found that consumers were lacking better-for-you options that also tasted good,” Minnig explained.
Similarly, Pirate’s Booty and Dots Home Style Buffalo Pretzels continue to grow within c-stores, particularly for road trips or sports-viewing occasions.
Merchandising and bundling strategies
Visibility in convenience stores is key for the brand. “People aren’t looking to spend a very long time in c-stores,” Minnig said. “By stocking these [products], we are able to rely on vertical merchandising, which is placing our products in a vertical block on the shelf. Shoppers can scan up and down to find their preferred items or flavors quickly.”
Bundling and value-driven promotions are another lever. Hershey’s Everyday Multiples (EDM) strategy bundles lower-cost items, offering discounts for multi-item purchases.
“Nearly a third of total c-store sales and profits come from food service. It’s important to include our brands in those bundling deals,” she added.
