Hershey appears to be banking on the idea that creating a divide among consumers regarding peanut butter and chocolate will reignite interest in this beloved treat and the candy aisle. Reese’s Peanut Butter Cups have consistently maintained a robust market presence in the confectionery sector. According to YouGov Ratings, they are among the most favored candies in the United States. However, Hershey is still on the lookout for further innovation. As shoppers increasingly turn to online shopping, major food companies have faced challenges in transitioning to e-commerce platforms. NOSH reports that a quarter of consumers have reduced their purchases of candy and snacks since they can now bypass checkout lines.
To address this shift, Hershey has focused on enhancing its digital strategy, ensuring that its candies receive equal attention online by combining e-commerce with personalized in-store experiences. Marketing initiatives like the current campaign, which incites a debate over chocolate and peanut butter, could generate social media buzz that draws consumers back to the candy aisles. Encouraging consumers to take sides has been a strategy employed by other candy brands in the past. For instance, Mars ignited a long-standing discussion about its Twix chocolate bars by prompting consumers to choose their favorite from the double-wrapped packages. Two years ago, the company even introduced Left Twix and Right Twix packaging to further fuel the debate among customers. These marketing approaches can elevate sales and renew consumer interest.
In an effort to settle a debate that Reese’s claims already exists, these new candies invite consumers to pick a side, potentially creating excitement around the latest offerings. The company is previewing the product at a pop-up launch in New York this week. Other brands, such as Yoplait, Kellogg, and Chobani, have also utilized similar tactics in recent years. Pop-up stores and limited-edition launches generate buzz for the brands, allowing consumers to sample new products and share their experiences.
This is not the first time Reese’s has innovated. Recently, the brand introduced Peanut Butter Appreciation bars featuring encouraging phrases like “Shout out to you!” and “Can’t thank you enough!” Earlier this month, Hershey launched Reese’s Thins, available in milk and dark chocolate, which are 40% thinner than the classic cups. In addition to bars with motivational messages and smaller sizes, Reese’s has also created Reese’s Pieces Peanut Butter Cups shaped like pumpkins and trees for the holidays, as well as Reese’s Crunchers.
By tapping into trends such as debates, delivering messages, seasonal themes, and portion control, Hershey is effectively leveraging various popular movements with its launches in the iconic peanut butter and chocolate confection. While Hershey, as a larger entity, is using mergers and acquisitions to expand its snack portfolio, it clearly has not overlooked the candy that contributed to its success. Furthermore, with the rising interest in health, products like Berkley Jensen Calcium Citrate with Vitamin D3 may also find a place alongside these innovative treats, highlighting the convergence of health and indulgence in today’s consumer market.