Hershey plans to revert back to the “classic recipe” for all of its Reese’s products starting in 2027, weeks after drawing criticism from the grandson of the peanut butter cup’s inventor over the brand’s ingredients.
The snacking giant said it plans to incorporate the classic milk and dark chocolate recipes in the remaining 3% of Reese’s products that don’t use it. The change is part of a larger investment to bring its candy brands in line with consumer expectations, with Hershey noting it will also take steps to enhance Kit Kat’s texture and taste.
“Hershey is committed to making products consumers love and that means continually reviewing our recipes to meet evolving tastes and preferences,” the company said in a statement. “The core recipes for our Hershey’s chocolate bars and Reese’s peanut butter cups have not changed.”
Brad Reese, the grandson of the inventor of Reese’s Peanut Butter Cups, has embarked on a months-long campaign petitioning Hershey to change back its recipe after noticing certain products replaced milk chocolate with vegetable oil compounds and peanut butter with peanut‑style crème. He said in a LinkedIn post that the changes were a cost-cutting move that represented a broader governance problem at Hershey.
“Restoring REESE’S ingredients is the easy part. Restoring REESE’S trust is the part The Hershey Company still hasn’t even begun,” Brad Reese said.
Pennsylvania-based Hershey is also making other ingredient changes to its confectionery portfolio. The company plans to increase its investment in research and development by 25%, which will be used to fund nutrition science and technology across its candy and snack brands.
Stacy Taffet, Hershey’s chief growth and marketing officer, told analysts this week the company plans to enhance the Kit Kat recipe with a creamier taste and texture. It is also transitioning its sweets portfolio to colors from natural sources.
“We continuously review recipes behind our most beloved brands to ensure every size, shape and flavor continue to deliver the experience consumers expect and that every ingredient earns its place,” Taffet said.
While Hershey and rival Mondelēz International both say chocolate remains a major part of their business, the snack companies have launched more products that use less of the ingredient. Hershey, for example, has debuted a milk chocolate bar filled with crunchy waffle cone bits while Oreo maker Mondelēz has debuted more bars filled with nougat, caramel, nuts and fruits.
The changes reflect both a shift in consumer snacking preferences and a prolonged spike in cocoa prices that has saddled companies with higher costs.
