Sonoma Brands to acquire KRAVE from The Hershey Company
Sonoma Brands, an emerging brands private equity investor and incubator led by Sonoma-based Jon Sebastiani, who is also the founder and creative force behind the acclaimed artisanal jerky brand KRAVE, announces today the completed acquisition of KRAVE from The Hershey Company for an undisclosed amount.
KRAVE rose to an immediate cult-following from their inception in 2009 by leading the jerky renaissance and elevating the gas station snack with a culinary twist, resulting in the brand’s acquisition by The Hershey Company in 2015. KRAVE has continued to stand out in the protein category with innovative products and flavors. The diverse portfolio of protein snacks currently features a roster of KRAVE Meat Cuts, KRAVE Pork Rinds and KRAVE Plant-Based Jerky, the brand’s most recent launch. With KRAVE’s homecoming, back under Sebastiani’s guidance, innovation for the brand is expected to be further catapulted.