The Hershey Company is redeveloping a hard candy originally launched in the 1940s into several new formats to create a future billion-dollar brand [1].

This strategic shift targets the specific preferences of Gen Z consumers who seek novel and experiential candy experiences. By diversifying the product line, Hershey intends to drive significant growth through a brand with deep historical roots.

At research and development facilities in Hershey, Pennsylvania, the company is testing several iterations of the product [1]. These new formats include spicy Jolly Ranchers, freeze-dried candies, and gummy ropes [1]. The development process involves on-site testing to ensure the textures and flavors align with current market trends.

The company believes the revamped candy has the potential to become a $1 billion brand [1]. This goal reflects a broader effort to modernize the portfolio while leveraging existing intellectual property from the mid-20th century.

CNN Business correspondent Vanessa Yurkevich said R&D efforts are taking place at the Pennsylvania site [1]. The focus remains on transforming the traditional hard candy experience into something more versatile for a younger demographic.

Hershey is focusing on these specific formats—spicy, freeze-dried, and gummy—to capture the attention of a generation that prioritizes sensory novelty over traditional confectionery styles [1].

“Hershey is redeveloping a hard candy originally launched in the 1940s into several new formats”

Hershey's pivot toward 'experiential' candy reflects a wider industry trend where legacy brands must innovate textures and flavor profiles to remain relevant to Gen Z. By targeting a billion-dollar valuation for a revived 1940s product, the company is betting that nostalgic branding combined with modern food science—such as freeze-drying—can create a high-growth revenue stream.