The Hershey Co. will pay $420 million to acquire Pirate Brands, including the Pirate’s Booty, Smart Puffs and Original Tings, from B&G Foods Inc. The deal, set to close at the end of the year, will strengthen Hershey’s position as a better-for-you snack leader within the $14 billion warehouse snacking aisle.

Judie Bizzozero, Content Director

September 13, 2018

1 Min Read
Hershey to acquire Pirate Brands for $420 million

Upon completion of the deal, Pirate Brands will operate within Amplify, Hershey’s better-for-you snack hub in Austin, Texas, which is focused on driving growth in the warehouse snacking aisle with unique product flavors and forms like Skinny Pop, Paqui and Oatmega. Pirate’s Booty is a fast-growing brand in the more than $2.5 billion cheese puffs category, with retail sales up more than 8 percent on a year-over-year basis, and a market leader for consumers seeking snacks with clean labels and no artificial flavors, colors or preservatives.

“Pirate’s Booty is a leading cheese puffs brand loved by moms and kids as a better-for-you treat,” said Mary Beth West, chief growth officer, The Hershey Co. “We expect the full Pirate Brands portfolio to be a great fit for Hershey’s growing Amplify business which is targeted toward consumers who are looking for great-tasting snacks without compromise.”

About the Author(s)

Judie Bizzozero

Content Director, Informa Markets Health & Nutrition

Judie Bizzozero oversees food and beverage content strategy and development for the Health & Nutrition group at Informa Markets (which acquired VIRGO in 2014), including the Food & Beverage Insider, Natural Products Insider and SupplySide/Food ingredients North America brands. She reports on market trends, science-based ingredients, and challenges and solutions in the development of healthy foods and beverages. Bizzozero graduated from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University in 1987 with a bachelor’s degree in journalism.

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