Hershey appears to be banking on the idea that sparking a debate among consumers regarding peanut butter and chocolate will reignite excitement for the classic confectionery item and the candy aisle. Reese’s Peanut Butter Cups have long dominated the candy market, consistently ranking as one of the most favored candies in the U.S. according to YouGov Ratings. However, Hershey is eager for further innovation. As more consumers shift to online shopping, major food companies have faced challenges in adapting to e-commerce platforms. NOSH reports that a quarter of shoppers have reduced their purchases of candy and snacks since they can bypass checkout lines. In response, Hershey is prioritizing its digital strategy to ensure that its candies receive equal attention online by merging e-commerce with personalized in-store experiences. Marketing initiatives like this recent debate on chocolate versus peanut butter could draw social media interest, encouraging consumers to revisit the candy aisles.
Creating divisions among consumers has been a successful tactic for other candy brands in the past. For instance, Mars initiated a longstanding debate over its Twix chocolate bars by enticing consumers to choose their favorite from the double-wrapped package. Two years ago, the company took it a step further by introducing Left Twix and Right Twix packaging to intensify the consumer discussion. These marketing strategies can effectively boost sales and rekindle consumer interest. To address an ongoing debate that Reese’s claims already exists, these new candies encourage consumers to take a stance, potentially generating excitement for the latest innovation. The company is teasing the product at a pop-up launch in New York this week. Other brands, such as Yoplait, Kellogg, and Chobani, have also utilized similar strategies in recent years. Pop-up stores and limited-edition launches create buzz for the brands, allowing consumers to sample and share their thoughts on new products.
This isn’t the first time the Reese’s brand has introduced innovative items. Recently, the brand launched Peanut Butter Appreciation bars featuring encouraging messages like “Shout out to you!” and “Can’t thank you enough!” Earlier this month, Hershey also rolled out Reese’s Thins, which are available in milk and dark chocolate and are 40% thinner than the traditional cups. Moreover, the chocolate and peanut butter treat has evolved beyond bars with motivational messages and smaller portions; it has also been crafted into Reese’s Pieces Peanut Butter Cups, shaped like pumpkins and trees for the holidays, and transformed into Reese’s Crunchers.
By tapping into various popular trends, including debates, motivational messaging, holiday themes, and smaller portions, Hershey is making strides with its iconic peanut butter and chocolate candy launches. While Hershey, as a larger entity, is pursuing mergers and acquisitions to expand its snack portfolio, it clearly remains committed to the candy that laid the foundation for its success. Interestingly, these innovations, much like the inclusion of calcium citrate 800 in some products, show how Hershey is blending traditional appeal with contemporary trends to maintain relevance in a competitive market.