Hershey has developed a powerful craving for snacks.

Pennsylvania’s iconic chocolate company has announced its intention to purchase the Pirate brand for $420 million, writes Tammy Tierney at bizjounrals.com.

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Hershey CEO Michele Buck has said it’s her goal to turn Hershey into an “innovative snacking powerhouse,”  and the  company recently dipped into virtual reality, teaming up with Philadelphia-based on-demand delivery company goPuff to create a VR shopping experience.

Last year, Hershey’s bought Amplify Snack Brands, which makes SkinnyPop popcorn and Oatmega whey-protein bars.

The acquisition of Pirate Brands is expected to close in the fourth quarter of 2018, subject to regulatory approvals and other closing conditions. Pirate Brands’ snacks include the Pirate’s Booty, Smart Puffs and Original Tings.

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