# The Hershey Company strategic market expansion > Live situation record from CLSTR: https://clstr.news/situations/the-hershey-company-strategic-market-expansion > Updated: 2026-09-01T11:26:42.000Z. Sources: 6. Developments: 2. The Hershey Company has initiated several strategic expansions targeting diverse consumer segments and markets. In August 2026, the company announced its ‘Hersheyween’ Halloween portfolio, which includes over 20 innovations. To address shifting consumer habits, such as a focus on healthier eating, Hershey is expanding its savory snack offerings through brands like SkinnyPop and Pirate’s Booty, while maintaining its traditional chocolate dominance with products like Reese’s and KIT KAT. By September 2026, the company’s focus shifted toward capturing younger demographics and expanding its international travel retail presence. Hershey is launching refreshed product portfolios in major Asian airports, including Singapore Changi and Bangkok Suvarnabhumi, to appeal to Millennial and Gen Z travelers. Additionally, a new marketing campaign for Crème Bars featuring the pop group Katseye aims to engage Gen Z consumers through digital and social media platforms by emphasizing premium flavors and textures. ## Timeline ### 2026-09-01: The Hershey Company targets younger consumers with new retail and marketing strategies The Hershey Company is launching a refreshed travel retail portfolio in Asia and a new marketing campaign featuring Katseye to attract Gen Z consumers with premium Crème Bars. 6 sources. https://clstr.news/cluster/the-hershey-company-targets-younger-consumers-with-new-retail-and-marketing-strategies ### 2026-08-19: Hershey expands Halloween lineup with savory snacks and 20+ innovations The Hershey Company is expanding its Halloween lineup with over 20 new products, including savory snacks like popcorn and pretzels to meet growing consumer demand for healthier options. 3 sources. https://clstr.news/cluster/hershey-unveils-expanded-2026-halloween-candy-and-snack-lineup --- Cite as: The Hershey Company strategic market expansion. CLSTR, https://clstr.news/situations/the-hershey-company-strategic-market-expansion