Hershey to Launch New Protein Powder in January 2027

The confectionery giant is expanding its health portfolio to reach customers using weight-loss medications.

Updated on Oct. 23, 2026 in Weight Loss

Bold vector editorial illustration of a cylindrical supplement canister and a small snack bag, representing modern consumer health product trends. — Hershey announced plans to launch a new protein powder in 2027 as it attempts to pivot toward health-conscious consumers using GLP-1 medications. AI Illustration. Upload story photo >

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Would you switch your usual snack choices if you started using weight-loss medication?

Hershey plans to release a new protein powder in January 2027 as part of a strategy to pivot toward health-conscious consumers. This initiative follows executive research into the snacking habits of individuals utilizing weight-loss drugs.

Why it matters

The company aims to retain a customer base that is consuming fewer traditional sweets. By diversifying into protein-focused products and expanding its gum division, the firm hopes to mitigate the impact of changing dietary trends related to GLP-1 medications.

The protein snack bar market is projected to reach $32.66 billion by 2031, reflecting an 8.2% growth rate from the current $21.94 billion baseline. Meanwhile, Hershey has increased its total research and development spending by 25% since 2025.

The players

Hershey

This 132-year-old company is a major American multinational known for its confectionery products and an expanding portfolio of savory snack brands.

Kirk Tanner

He is the current CEO of Hershey who has overseen a 25% increase in research and development spending since taking the role in 2025.

VitaKey

This firm is a partner with Hershey in the development of the new protein powder product.

The details

Hershey has partnered with VitaKey to develop the upcoming supplement while simultaneously focusing on portion-controlled packaging for its savory brands like Skinny Pop and Pirate's Booty. The company is also expanding its gum and mints portfolio to address reports of Ozempic breath among users of weight-loss drugs.

Kirk Tanner became CEO of Hershey in 2025.
Gum sales increased by 8% in 2026.
Hershey will release its protein powder in January 2027.
The protein snack bar market is expected to reach $32.66 billion by 2031.
Approximately 30% of US obese adults are projected to use GLP-1 drugs by 2035.

Health Landscape

The shift toward GLP-1 medications is fundamentally altering the consumer goods industry as manufacturers respond to changing metabolic health needs. Hershey's move mirrors a broader industry pivot toward functional nutrition that capitalizes on the projected 30% adoption rate among U.S. obese adults by 2035.

Consumers seeking high-protein snacks may soon find more options from Hershey in grocery aisles as the company adapts to modern dietary requirements. These new offerings are designed to provide calorie-conscious alternatives for individuals managing their weight through medical interventions.

The takeaway

Companies are increasingly re-evaluating their portfolios to accommodate the needs of customers using GLP-1 medications. Consumers can look for expanded health-focused snack options as brands shift focus toward functional ingredients.