The descendant of the creator of Reese’s Peanut Butter Cups has criticized The Hershey Co., alleging that the candy giant has compromised the Reese’s brand by transitioning to lower-cost ingredients in various products. Hershey has acknowledged making some alterations to recipes but stated on Wednesday that it was striving to fulfill evolving consumer preferences for innovation. Escalating cocoa prices have prompted Hershey and other manufacturers to experiment with reducing the amount of chocolate in their products in recent times.
In a letter dated February 14 addressed to Hershey’s corporate brand manager, 70-year-old Brad Reese highlighted that for several Reese’s items, the company had substituted milk chocolate with compound coatings and peanut butter with peanut creme. He questioned how Hershey could maintain Reese’s status as its primary brand, emblematic of trust, quality, and leadership, while discreetly replacing the fundamental ingredients (Milk Chocolate + Peanut Butter) that initially established Reese’s credibility. Reese shared the letter on his LinkedIn profile.
H.B. Reese’s grandson, Brad Reese, pointed out that Hershey had made recipe changes to multiple Reese’s products in recent years. Reese mentioned that Reese’s Take5 and Fast Break bars were previously coated with milk chocolate but not anymore. Similarly, the White Reese’s released in the early 2000s were crafted with white chocolate, whereas now they feature a white creme, Reese added.
Reese also noted differences between Reese’s Peanut Butter Cups sold in Europe, the United Kingdom, and Ireland compared to the U.S. versions. While a British online supermarket described the candy as having a “milk chocolate-flavored coating and peanut butter creme,” Hershey refuted this claim, stating that the European Union and U.K. versions adhere to the same recipe as their U.S. counterparts, with labeling variations due to differing regulatory standards on milk chocolate products.
During a conference call with investors last year, Hershey’s Chief Financial Officer Steven Voskuil acknowledged that the company had made adjustments to some formulas to maintain taste profiles and the uniqueness of its iconic brands. Voskuil emphasized that consumer testing was extensive to ensure no adverse impact on the products. However, Brad Reese asserted that many people have informed him that Reese’s products do not taste as good as they did previously. Reese emphasized the importance of quality in innovation, quoting Milton Hershey, the founder of the Pennsylvania-based company: “Give them quality, that’s the best advertising.”