Hershey has announced that it will replace the compound chocolate coating and return to using "classic milk and dark chocolate recipes" in all its Reese's and Hershey's products by 2027. The announcement follows a wave of heated backlash led by Brad Reese, the grandson of H.B. Reese, the inventor of the Reese's Peanut Butter Cup, who accused the company of drifting away from its heritage.
Hershey Gets Criticism For Changing Legacy Recipes
Over the years, Hershey had replaced traditional milk chocolate in some products with compound chocolate coatings - a chocolate-like alternative that contains vegetable fats instead of cocoa butter. Reese also criticised that in certain cases, even the peanut butter filling was swapped for what "peanut-butter-style cremes".
Brad Reese publicly voiced his concerns in February through an open letter shared on LinkedIn and addressed to Hershey's corporate brand manager. In the post, he warned that his grandfather's legacy, as well as consumer trust, was at risk if the company continued altering original recipes.
Reese said he relied more on his taste buds than on corporate assurances, adding that the flavour difference was noticeable. "If something like the Valentine's Day Reese's Mini Heart still doesn't taste like real milk chocolate next year, I'll know they're lying," he said.
CEO Confirms Recipe Changes And Brand Reset
Hershey Chief Executive Officer Kirk Tanner confirmed the changes during an interview with Bloomberg on Tuesday. "We're going to make some small investments to really align the portfolio to what the brand stands for," Tanner said. "That consistency is important across the brand."
According to Tanner, consistency across the brand is key. Starting next year, popular products inspired by the originals, such as mini Reese's cups, seasonal shapes and the Reese's Fast Break candy bar, will once again be made with real milk chocolate instead of compound coatings.
All classic Hershey's chocolate bars will also return to being made with "pure milk and dark chocolate." In addition, the company plans to enhance the Kit Kat bar to deliver a "creamier taste and smoother texture."
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The Change In Chocolates May Not Be That Noticeable
Hershey said the ingredient overhaul would affect a relatively small portion of its range. Less than 3 per cent of Reese's products and under 1 per cent of the overall Hershey's portfolio will see changes as a result of the shift.
Most consumers may not immediately notice a dramatic difference, as the changes are focused on select formats rather than the entire range.
No Artificial Colours And Rebuilding Brand Trust
Alongside the chocolate recipe updates, Hershey reiterated that it remains on track to remove all artificial colours from its products by the end of next year.
The company has also pushed back on the idea that the decision was driven solely by public criticism. In the Bloomberg interview, Tanner said the move back to real chocolate had been planned well before Brad Reese took his concerns public.