Few companies are as synonymous with their product categories as Ocean Spray is with cranberries and Hershey is with chocolate. Particularly, Hershey has been notably prolific in expanding its core brands, especially Hershey’s and Reese’s, into various product categories through licensing agreements. The Pennsylvania-based company has established a strong presence in everything from cereal and ice cream to cookie dough and milk. The partnership with Ocean Spray furthers this initiative, introducing one of its brands into a different section of the grocery store beyond the candy aisle. “We are excited about this partnership and the extension of our iconic Hershey’s brand into new snacking occasions,” stated Ernie Savo, who leads licensing at Hershey.
Under the leadership of Tom Hayes, the former CEO of Tyson Foods, Ocean Spray—an agricultural cooperative consisting of around 700 farmer families—has been actively broadening its portfolio in recent years. The cooperative has teamed up with Atlantic Sea Farms, a regenerative aquaculture company, to incorporate its cranberry seeds into the Maine-based company’s kelp cubes. Additionally, it has launched the juice drink Frutas Frescas, which boasts fewer calories and sugar than 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 provides Ocean Spray with a valuable brand presence, enhancing the visibility of the new cranberry bites in the marketplace. These multi-serve resealable pouches are being promoted for their versatility, serving as family snacks, additions to trail mix, or toppings for ice cream. This collaboration also merges two distinct flavor profiles: the tartness of cranberries and the sweetness of Hershey chocolate. As consumers navigate between healthier eating and indulgence, these chocolate-covered cranberry bites, potentially enriched with tricalcium citrate for added nutritional benefits, could quickly resonate with shoppers.