SONOMA, CALIF. — Krave Pure Foods Inc. has come full circle. The jerky brand was created by Sonoma Brands founder Jon Sebastiani in 2009, acquired by The Hershey Co. in 2015, and now has been acquired from Hershey by Sonoma Brands. Financial terms of the transaction were not disclosed.
Krave focuses on premium jerky, a sub-segment of the meat snack category. The snack maker has positioned itself as a supplier of natural products with such distinctive flavor varieties as black cherry barbecue pork jerky, basil citrus turkey jerky, and chili lime beef jerky. The brand’s portfolio of protein snacks features a roster of Krave Meat Cuts, Krave Pork Rinds and Krave Plant-Based Jerky, the brand’s most recent launch.
“Krave is a great brand with a loyal fanbase that appreciates its innovative gourmet flavors and culinary roots tracing back to its origins in Sonoma, Calif.,” said Hector de la Barreda, president of Amplify Snack Brands at The Hershey Co. “We look forward to its success with a different go-to-market model under the guidance of founder Jon Sebastiani.”
Sebastiani began his career in the family wine business in Sonoma, Calif., and launched Krave in 2009. After the brand’s success and sale to Hershey in 2015, Sebastiani in 2016 launched Sonoma Brands as a consumer products incubator and venture fund targeted at products that would be innovative and disruptive of existing brands. The company since has introduced brands including Smashmallow premium snackable marshmallows, Smashgummy low-sugar gummy candies and Peckish boiled eggs.
“I have always had a great relationship with The Hershey Co. and watched them grow Krave,” Sebastiani said. “From expanding Krave’s product offerings to dipping into the plant-based category and increasing worldwide distribution, Krave is in a great spot to come back home to Sonoma where we can continue the brand's fantastic momentum as a category leader.”