Dot’s snack mix builds on Hershey’s salty snacks strategy
Since acquiring the pretzel producer, the new owner has innovated within the line.
The Hershey Co. might still be most closely associated with chocolate treats, but the global food empire has considerably grown its reach into the salty snack world in recent years. The portfolio includes SkinnyPop, Pirate’s Booty, LesserEvil, and Dot’s Homestyle Pretzels. While the pretzel brand has added a number of flavors since Hershey snapped it up in 2021, its most recent innovation takes on a new format: Dot’s Original Snack Mix.
To learn more about Hershey’s work with Dot’s Homestyle Pretzels, including the latest release, we talked to Amanda Erickson, senior manager for pretzels and bold snacking with Hershey.
Jenni Spinner: Could you please share a bit of Dot’s Homestyle history, before and after it came into the Hershey family?
Amanda Erickson: Dot’s Homestyle Pretzels began as a small, family-run brand built on a single, boldly seasoned pretzel recipe that stood out in a largely undifferentiated category. Upon joining The Hershey Company, Dot’s didn’t just spice up our Salty Snack lineup, we disrupted the entire category.
Since 2022, Dot’s has driven 65% of total pretzel category growth, accounting for $300M of the category’s $461M gain. Dot’s is not only leading growth in the pretzels category but also bringing in new consumers, with 78% of Dot’s growth in 2025 being incremental to the category.
JS: How has the Dot’s brand team managed to keep the original mission and personality of the brand, but still keep it fresh and innovative? Please tell us about what qualities make Dot’s special and keep it resonant with consumers.
AE: Dot’s has never been about blending in, a mindset reflected in its bold flavor, intentional craftsmanship, and originality. The brand, now fueled by Hershey’s scale and capabilities, continues to innovate without compromising what made Dot’s special in the first place. By staying relentlessly consumer-obsessed, Dot’s continues to grow in exciting ways while remaining true to what fans love most about the brand.
JS: Please tell us about the snack mix—the flavors, the pieces, etc.
AE: Dot’s Original Snack Mix brings Dot’s buttery flavored pretzel twists and bold seasoning into snack mix for the first time, delivering a savory mix where every piece is intentionally bold, not filler. It includes four pieces to deliver bold flavor and satisfying crunch: Dot’s Original Seasoned Mini Pretzels, Dot’s Original Seasoned Corn Cereal, Dot’s Bold Cheese Seasoned Pita Chips, and savory Garlic Rye Chips.
JS: Then, what was the thinking behind this launch, and what of the typical snack consumer’s interests were you aiming for when creating it?
AE: This launch was designed to disrupt a traditionally bland category by delivering a snack mix where every piece earns its place. It targets consumers who want bold flavor, premium quality, and snacks that stand out, transforming snack mixes from a forgettable snack to the star of the table for any snacking moment, big or small.
JS: Finally, do you have a favorite product in the lineup? In the past, I might have said the Buffalo pretzels, but the snack mix might be in the lead now.
AE: I love that you love Buffalo! Original will always be my favorite but a very close second would have to be Dot’s Parmesan Garlic. It’s just the right amount of garlic to add a kick and allows the tangy parmesan flavor to still shine through!
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