We were asked to identify Hershey's third pillar of business (after chocolate and confectionery) and it needed to be in the health and wellness space. Over the course of several years, we would fill the new pillar with brands and business built with existing assets (like their cacao supply chain).
Following a deep immersion phase, we found that Hershey's controlled a significant percentage of the world's cacao supply – also known as the cocoa bean. We hypothesized that if we divorced milk and sugar from cocoa, we had an amazing ingredient that tasted good and was good for you (high anti-oxidant benefits). After several paths of exploration in and around snacking, the idea Eat. Think. Smile was born to help mums provide healthier snacking choices for their school-bound kids.
In order to launch functional health products successfully, we also created a holding company called Apure Foods. Apure Foods would contain all of Hershey's Health and Wellness brands.
After testing in local markets, predominantly with mums, the Eat. Think. Smile product line successfully launched nationally through Lowe’s Food supermarkets. This was followed by Ingles Supermarkets and Amazon. More flavors and snack options are planned, as are single serve pouches for snacking on the go.
Design Director: Viresh Chopra
Designer: Tana Mitchell, Julie Regina
Production: Patricia Daugherty
Photography: Marshall Troy