Hershey’s is attempting to win over health-conscious customers with a new protein powder — and determine out how to get folks on weight-loss medication snacking again.

The 132-year-old sweet firm is working to entice customers who have soured on sweets with a protein powder coming out in January.

With shares lately hitting a 52-week low, Hershey’s CEO Kirk Tanner has reportedly been speaking one-on-one with customers about weight reduction medication and snacks.

A girl administers a GLP-1 subcutaneous injection into her abdomen tissue for weight administration, weight problems, or diabetes care. Matt Fowler KC – inventory.adobe.com

“They still love the products they love,” he informed Bloomberg in an article revealed Friday. “They’re just eating less of them.”

With practically 30% of overweight adults in the US expected to be on appetite-suppressing GLP-1 medication by 2035, Tanner needs to know how the firm can innovate.

He pointed to rival Mars as an instance.

“Today’s consumer wants new products and Mars has been delivering,” Tanner informed Bloomberg.

The largest “Payday” for Hershey’s might come from its enterprise into protein powder.

It partnered with protein-powder firm VitaKey on the mission. Details stay scarce.

A mound of Hershey’s chocolate bars. Faina Gurevich – inventory.adobe.com

Since Tanner came to Hershey last yr, he’s upped analysis and improvement spending by 25%, with the aim of pumping out “Good & Plenty” concepts, according to Bloomberg.

Hershey’s is also increasing its gum-and-mints division to accommodate customers battling “Ozempic breath” – the bad-breath aspect impact of the pound-shedding drug. Bloomberg reported gum gross sales at the firm went up 8% earlier this yr. 

Hershey’s – which makes Skinny Pop, Dots Pretzels, and Pirate’s Booty – is wanting to improve its savory choices and is working on portion-controlled packaging. 

The protein snack bar market has been bursting at the wrapper — it’s expected to go from $21.94 billion to $32.66 billion by 2031, an 8.2% progress charge. Rxbar, the firm behind the in style golden ticket-wrapped David bars, hit a $2.25 billion valuation this yr, in the largest deal of the yr in the business, according to Forbes. 

GLP-1s have posed challenges all through the meals enterprise. Food big Conagra has been scouring customers’ credit-card knowledge, social media posts and quick meals orders to attempt to determine out what folks still need to eat, according to the Wall Street Journal.