Operating within Amplify Snacks Hershey noted Pirate Brands will operate within Amplify, which it acquired for $1.6bn in late 2017. Amplify, which is now Hershey's better-for-you snacking hub, focuses on driving growth in the warehouse snacking aisle with 'unique product flavors and forms' like Skinny Pop, Paqui and Oatmega, said the company. West said: "We expect the full Pirate Brands portfolio to be a great fit for Hershey's growing Amplify business, which is targeted toward consumers who are looking for great-tasting snacks without compromise."