Lily's Sweets makes stevia-sweetened chocolate — defined the no-sugar-added confectionery category and was acquired by Hershey for $425M in 2021.
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See all ads on AdLibrary →Lily's Sweets was founded in 2010 in Boulder by Cynthia Tice to create chocolate sweetened with stevia for diabetics and low-carb dieters. The brand became the category anchor for no-sugar-added chocolate in natural retail. Hershey acquired Lily's for $425M in 2021, recognizing that low-sugar confectionery had moved from niche to mainstream. Also searched as Lily's.
Lily's advertising has always led with the low-sugar/no-added-sugar claim, speaking directly to diabetics, keto dieters, and calorie-conscious chocolate lovers. The Boulder brand heritage and natural retail roots lend authenticity. Post-Hershey acquisition, advertising scale increased significantly with mainstream retail placement messaging added. Browse Lily's Sweets ads on AdLibrary.
Lily's runs Facebook and Instagram campaigns targeting keto dieters, diabetics, and health-conscious chocolate lovers. Creative centers on the chocolate product with prominent 'no added sugar' callouts. Seasonal products (holiday chocolate shapes) generate strong Q4 campaign performance. Retail availability at Walmart and Target broadened their targeting from natural food shoppers to mainstream health-conscious consumers.
Core themes: (1) no added sugar / stevia sweetened — the primary purchase reason for their core audience; (2) diabetic-friendly and keto-compatible messaging; (3) real chocolate flavor without compromise; (4) variety of formats (bars, chips, baking pieces). Tone is warm and chocolate-focused, emphasizing indulgence with health credentials.
Lily's built a $425M exit by owning a specific dietary need (diabetic/low-sugar) deeply within a massive existing category (chocolate). The insight: you don't need to create a new category if you can create a new version of an existing beloved product for an underserved consumer segment. Their Hershey acquisition validates that no-sugar-added confectionery was a platform, not a niche.
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