We are Healthy
U.S.

Hershey to Launch New Protein Powder in January 2027

The company is targeting adults using GLP-1 drugs with this new product as it shifts toward healthier snack options.

Updated on Oct. 23, 2026 in Weight Loss

A stainless steel scoop resting in a mound of fine, off-white protein powder on a white marble surface, illuminated by natural light.
Hershey plans to launch a new protein powder in January 2027, targeting consumers using weight-loss drugs as the company expands its health-focused offerings. AI Illustration. Upload story photo >

Live Poll

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

Hershey plans to launch a new protein powder in January 2027 as the company shifts its focus toward consumers using weight-loss medications. The expansion aims to capture market share among individuals managing their health with GLP-1 drugs.

Why it matters

As an increasing number of adults turn to GLP-1 weight-loss drugs, food manufacturers are adapting their product lines to meet changing consumer nutritional needs and habits. Hershey is specifically tailoring its offerings to retain customers who are reducing their intake of traditional sweets.

Industry projections estimate that nearly 30% of obese adults in the U.S. will utilize GLP-1 drugs by 2035. This shift coincides with a broader market trend where the protein snack bar sector is expected to expand from its current size to $32.66 billion by 2031.

The players

Hershey

A 132-year-old food manufacturer that produces snacks and confectionery items including Skinny Pop and Pirate's Booty.

Kirk Tanner

The current CEO of Hershey who has prioritized increasing research and development investment since taking office in 2025.

VitaKey

A research partner collaborating with Hershey on the development of the company's upcoming protein powder product.

The details

CEO Kirk Tanner has driven a 25% increase in research and development spending to better understand the snacking behaviors of those on weight-loss medications. The company is also developing portion-controlled packaging for its savory snacks, such as Skinny Pop and Pirate's Booty, to better suit these dietary preferences. Additionally, Hershey is expanding its gum and mints portfolio to address reports of 'Ozempic breath' often associated with GLP-1 drug usage.

Timeline

  1. Kirk Tanner became CEO of Hershey in 2025.

  2. Gum sales at Hershey increased 8% in 2026.

  3. The new protein powder is scheduled for release in January 2027.

  4. The protein snack bar market is projected to reach $32.66 billion by 2031.

  5. Nearly 30% of obese U.S. adults are projected to use GLP-1 drugs by 2035.

Health Landscape

The move toward protein-based products follows the widespread adoption of GLP-1 receptor agonists for weight management. This development reflects a broader industry trend of food companies restructuring their offerings to remain relevant as consumer dietary habits shift.

Readers should be aware that new food products marketed for GLP-1 users are not substitutes for clinical dietary guidance or medically supervised weight-loss plans. Any significant changes to your protein intake or overall diet are worth discussing with your doctor to ensure they align with your health goals.

The takeaway

As weight-loss drug use becomes more common, food manufacturers are increasingly focusing on products that provide high protein content for these users. Always check labels for ingredients and consult with your physician before changing your dietary habits to support medical treatments.

Further reading

Learn more about healthy nutrition strategies in the Weight Loss section.

Source note: This article includes information reported by New York Post.

Live Poll

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