The descendant of the creator of Reese’s Peanut Butter Cups has criticized The Hershey Co., alleging that the candy manufacturer has harmed the Reese’s brand by transitioning to lower-cost ingredients in various products. Hershey acknowledged making some alterations to recipes but stated on Wednesday that it aimed to satisfy consumer desires for innovation. Escalating cocoa prices have prompted Hershey and other producers to experiment with reducing the quantity of chocolate in their offerings in recent times.
Brad Reese, aged 70, expressed in a letter dated February 14 to Hershey’s corporate brand manager, which he shared on his LinkedIn profile, that the company had substituted milk chocolate with compound coatings and peanut butter with peanut creme in multiple Reese’s products. He questioned how The Hershey Co. could maintain Reese’s reputation as its flagship brand, symbolizing trust, quality, and leadership, while discreetly substituting the fundamental ingredients (Milk Chocolate + Peanut Butter) that established Reese’s credibility initially.
The grandson of H.B. Reese, who founded his own confectionery firm in 1919 after working at Hershey for two years, highlighted that H.B. Reese invented Reese’s Peanut Butter Cups in 1928, with his six sons eventually selling the company to Hershey in 1963. Hershey clarified that Reese’s Peanut Butter Cups continue to be crafted in the same manner as always, using milk chocolate and peanut butter produced in-house from roasted peanuts, sugar, salt, and a few other ingredients. However, Hershey noted that certain Reese’s ingredients might vary.
Hershey emphasized that as their Reese’s product line has expanded, they have adjusted recipes to introduce new shapes, sizes, and innovations that Reese’s enthusiasts appreciate and request, while preserving the essence of what makes Reese’s distinctive: the perfect blend of chocolate and peanut butter.
Brad Reese believed that Hershey had gone too far. He disclosed discarding a bag of Reese’s Mini Hearts, a new product launched for Valentine’s Day, as the packaging indicated that the heart-shaped treats were made from “chocolate candy and peanut butter creme,” instead of milk chocolate and peanut butter. Reese expressed his dismay, stating that he used to consume a Reese’s product daily and found the change devastating.
The U.S. Food and Drug Administration enforces stringent ingredient and labeling regulations for chocolate products. Items must contain a minimum of 10% chocolate liquor, 12% milk solids, and 3.39% milk fat to be classified as milk chocolate. Companies can circumvent these guidelines by using alternative wording on packaging, as demonstrated by Hershey’s Mr. Goodbar package, which references “chocolate candy” rather than “milk chocolate.”
Reese asserted that Hershey had modified the recipes for various Reese’s products in recent years, citing changes in Reese’s Take5 and Fast Break bars and the transition of White Reese’s from white chocolate to white creme in the early 2000s. Reese mentioned distinctions between Reese’s Peanut Butter Cups sold in Europe, the United Kingdom, and Ireland compared to those in the U.S.
Hershey refuted these claims, stating that the Reese’s Peanut Butter Cups available in the European Union and the United Kingdom adhere to the same recipe as the U.S. version but with different labeling requirements due to higher cocoa, milk solids, and milk fat percentages mandated by the EU and the U.K.
During a previous investor conference call, Hershey’s Chief Financial Officer Steven Voskuil acknowledged some formula adjustments by the company to maintain the taste and uniqueness of their iconic brands. Voskuil emphasized that consumer testing was extensive to ensure no adverse impact on customer satisfaction from any alterations.
Despite Hershey’s assurances, Brad Reese noted that individuals frequently express dissatisfaction with the taste of Reese’s products compared to the past. He urged the Pennsylvania-based company to remember a famous quote from its founder, Milton Hershey: “Give them quality, that’s the best advertising.” Reese endorsed innovation but stressed the importance of maintaining quality standards in product development.
