The grandson of the creator of Reese’s Peanut Butter Cups has criticized The Hershey Co., alleging that the candy manufacturer has compromised the Reese’s brand by utilizing lower-cost ingredients in many of its products. Hershey has acknowledged making some recipe adjustments to align with evolving consumer preferences and to address rising cocoa prices that have prompted experimentation with reducing chocolate content in recent times.
Brad Reese, aged 70, expressed his concerns in a letter dated February 14 to Hershey’s corporate brand manager, pointing out that several Reese’s items have seen the replacement of milk chocolate with compound coatings and peanut butter with peanut creme. In his posted letter on LinkedIn, Reese questioned how Hershey could uphold Reese’s as a flagship brand synonymous with trust, quality, and innovation while covertly substituting the fundamental ingredients that established Reese’s reputation.
The grandson of H.B. Reese, who founded Reese’s Peanut Butter Cups in 1928 before selling the business to Hershey in 1963, highlighted that some Reese’s products have undergone ingredient alterations. However, Hershey stated that Reese’s Peanut Butter Cups retain their traditional recipe, incorporating milk chocolate and self-made peanut butter using roasted peanuts, sugar, salt, and a few other components. While variations in Reese’s ingredients exist, Hershey emphasized that new shapes, sizes, and innovations have been introduced to cater to Reese’s enthusiasts while preserving the classic chocolate-peanut butter blend that defines Reese’s uniqueness.
Brad Reese expressed strong disapproval, recounting how he discarded a bag of Reese’s Mini Hearts, a new Valentine’s Day release, as the package indicated the use of “chocolate candy and peanut butter creme” instead of milk chocolate and peanut butter, rendering the product inedible for him. He underscored the stringent ingredient and labeling regulations set by the U.S. Food and Drug Administration for chocolate products, outlining the criteria for milk chocolate composition.
Amid claims of recipe modifications for various Reese’s products in recent years, including the alteration of coatings for Reese’s Take5 and Fast Break bars, and the transition from white chocolate to white creme in White Reese’s bars, Reese pointed out differences between Reese’s Peanut Butter Cups sold in Europe and the U.S. Hershey refuted these claims, asserting that the European and U.K. versions adhere to the same recipe as the U.S. variant but necessitate distinct labeling due to regulatory requirements.
Hershey’s Chief Financial Officer Steven Voskuil, in a prior investor call, mentioned formulation adjustments aimed at maintaining the taste and essence of iconic brands, with rigorous consumer testing to ensure no adverse impact. However, Brad Reese, echoing Milton Hershey’s emphasis on quality, advocated for innovation coupled with a commitment to maintaining product excellence, citing feedback from individuals who feel that Reese’s products no longer retain their original appeal.