Hershey's Acquisition of Amplify Snack Brands

Hershey's Acquisition of Amplify Snack Brands
Case Code: BSTR552
Case Length: 11 Pages
Period: 2015-2017
Pub Date: 2018
Teaching Note: Available
Price: Rs.200
Organization: The Hershey Company
Industry: Confectionary Industry
Countries: US
Strategic Management, Consumer Behavior
Hershey's Acquisition of Amplify Snack Brands
Abstract Case Intro 1 Case Intro 2 Excerpts


This case is about the acquisition of Amplify Snack Brands, Inc. (Amplify) by The Hershey Company (Hershey) in end 2017 under its new CEO Michele Buck (Buck). It details the terms of the acquisition and provides a brief background of Hershey and Amplify. The various stated reasons for the acquisition by Hershey are discussed, including the necessity to capitalize on the growing consumer preference for healthy products and the need for greater product diversification. Hershey's revenues, which had been down in the previous three years, provided the right impetus for the acquisition. The case also discusses the various potential risks involved in the acquisition. Going forward, can Buck consolidate Hershey's position in the US snacking segment with more acquisitions?


The case is structured to achieve the following teaching objectives:

  • Analyze the various factors which influence the acquisition strategy of a company
  • Examine the risks and advantages which an organization deals with, as a result of acquisitions
  • Explore the reasons for a company to undertake product diversification



Hershey, Product Diversification, Strategic Acquisition, Bolt-on acquisition, Business Synergies, New Product Development, Competition, Product Life Cycle, Consumer Behavior, Inorganic growth, Motives of Acquisition, Issues leading to failure of M&As, Market Segments, Unrelated Diversification, Millennials, Health Foods, Retail, Declining Market

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