The Hershey Company has entered into a definitive agreement to acquire LesserEvil, a maker of organic and better-for-you snacks. LesserEvil adds to Hershey’s confection and snacking portfolio, which includes brands such as Hershey's, Reese's and Jolly Ranchers and emerging salty snack brands SkinnyPop, Dot's Homestyle Pretzels and Pirate's Booty, according to a press release. Among LesserEvil’s products are popcorn made with avocado oil, “space balls” that mimic cheese balls and organic onion-flavored corn rings, a play on Funyuns.

Hershey didn’t disclose the price it agreed to pay, wrote the Wall Street Journal, but “the deal value could grow over time from $750 million if LesserEvil hits certain milestones in its performance, people familiar with the matter [said].

“Investing in LesserEvil brings a multi-category, better-for-you snacks platform to extend our offerings into new categories and forms, reaching new consumers in more eating occasions,” said Michele Buck, The Hershey Company president and chief executive officer. “This high-growth brand not only complements our beloved confection and salty snack brands but also brings additional manufacturing capabilities and capacity to meet growing consumer and retailer needs.”

Hershey said that LesserEvil is growing as a cross-category snack brand for those who desire interesting and bold flavors with organic ingredients. Its leadership team will continue with the company to lead its commercial model, speed-to-market capabilities and manufacturing operations.

LesserEvil had recently tapped bankers to pursue a sale of its business, per the WSJ. The transaction remains subject to regulatory approval with anticipated closing later this year.

In November, Hershey acquired Sour Strips, “a fast-growing sour candy brand with a powerful social media presence.”

According to Hershey, Sour Strips' "sour candy that doesn’t suck" enhances Hershey’s presence in the category and expands its reach to new consumers for more snacking occasions.