Brad Reese, the 70-year-old heir to the Reese’s Peanut Butter Cups legacy, secures a major victory as The Hershey Company announces plans to restore classic milk and dark chocolate recipes in certain products starting in 2027.
Reese’s Strong Criticism Prompts Change
Reese targeted Hershey for replacing real milk chocolate with compound coatings containing less chocolate and peanut butter with cremes in some Reese’s items. These shifts deviated from the original formula of milk chocolate and peanut butter established by his grandfather, H.B. Reese.
In a February 14 open letter to Todd Scott, Hershey’s corporate brand and editorial manager, Reese urged alignment between the brand’s narrative and its products. “My grandfather, H.B. Reese, built Reese’s on a simple, enduring architecture: Milk Chocolate + Peanut Butter,” he wrote. “But today, Reese’s identity is being rewritten… by formulation decisions that replace milk chocolate with compound coatings.”
Reese emphasized that this represents a “brand governance question,” warning that diverging stories risk the legacy. “I’m not asking for nostalgia. I’m asking for alignment. For truth in Reese’s brand stewardship,” he added.
Hershey’s Official Response
Hershey spokesperson Allison Kleinfelter confirmed the company will transition its sweet portfolio to natural colors and ensure consistency with classic recipes. “Hershey is committed to making products consumers love and that means continually reviewing our recipes to meet evolving tastes and preferences,” the statement reads.
The firm clarified that core recipes for Hershey’s chocolate bars and standard Reese’s Peanut Butter Cups remain unchanged. Only about 3% of Reese’s products will revert, with improvements like a creamier Kit Kat taste. Changes stem from a 25% increase in research and development focused on talent, technology, and nutrition science.
Kleinfelter noted the timeline targets formulation, packaging, supply lines, and sourcing, planned before Reese’s public comments. “Consumer preference for ingredients evolve over time, and we have always responded,” she stated.
Cost Pressures and Consumer Feedback
Hershey’s changes followed CEO Kirk Tanner’s hiring in August and rising cocoa prices. Chief Financial Officer Steven Voskuil acknowledged formula adjustments during an investor call to cut costs while preserving taste profiles. “In all the changes that we’ve made thus far, there has been no consumer impact whatsoever,” Voskuil said, citing extensive testing.
Reese disputes this, citing consumer reports of diminished taste. “I absolutely believe in innovation, but my preference is innovation with quality,” he remarked. He dismissed Hershey’s announcement as a “PR stunt,” insisting serious commitment would mean immediate action.
