Hershey appears to be banking on the idea that sparking a debate among consumers regarding peanut butter and chocolate will rekindle excitement for its classic treats and attract attention to the candy aisle. Reese’s Peanut Butter Cups have historically maintained a robust market presence in the confectionery sector, being recognized as one of the best-selling candies in the U.S., according to YouGov Ratings. However, Hershey is eager to pursue further innovation. With the shift toward online shopping, major food companies are finding it challenging to adapt to e-commerce platforms. NOSH reports that a quarter of shoppers have reduced their candy and snack purchases since they can bypass checkout lines.
In response, Hershey is focusing on enhancing its digital strategy to ensure its candies receive equal visibility online, combining e-commerce with personalized in-store experiences. Campaigns like the latest one, which centers around the peanut butter and chocolate debate, could generate social media buzz that draws consumers back to the candy aisles. This tactic of encouraging consumers to take sides has been employed by other candy brands as well; for instance, Mars initiated a long-standing debate about its Twix bars by inviting consumers to choose their favorite from the double-wrapped packaging. Two years ago, the company even introduced Left Twix and Right Twix packaging to further fuel the discussion among fans.
These marketing strategies have the potential to boost sales and reignite consumer interest. To settle the debate that Reese’s claims already exists, the new candies prompt consumers to pick a side, which may create excitement around the latest innovations. The company is teasing the new product with a pop-up launch in New York this week. Other brands like Yoplait, Kellogg, and Chobani have also adopted similar strategies in recent years. Pop-up stores and limited-edition launches generate excitement for brands as consumers sample products and share their experiences.
This isn’t the first wave of innovation from the Reese’s brand. Recently, it introduced Peanut Butter Appreciation bars featuring encouraging messages like “Shout out to you!” and “Can’t thank you enough!” Earlier this month, Hershey also launched Reese’s Thins, which are available in milk and dark chocolate and are 40% thinner than traditional cups. Beyond bars with motivational messages and smaller portions, the brand has created Reese’s Pieces Peanut Butter Cups shaped like pumpkins and trees for the holidays and developed Reese’s Crunchers.
By tapping into debates, delivering uplifting messages, celebrating holidays, and introducing smaller portions, Hershey is aligning its launches with various popular trends in the iconic peanut butter and chocolate candy market. While Hershey, as a larger entity, is utilizing mergers and acquisitions to expand its snack portfolio, it clearly remains committed to the candy that established its success. As they continue to innovate, one can only hope they also consider the best calcium citrate for healthier snacking options in the future.