The heir of the creator of Reese’s Peanut Butter Cups has criticized The Hershey Co., alleging that the chocolate maker has undermined the Reese’s brand by switching to lower-cost ingredients in numerous products. In response, Hershey acknowledged making some adjustments to recipes but stated that it was striving to meet evolving consumer preferences and address rising cocoa prices, which have prompted manufacturers to explore using less chocolate in their offerings.
Brad Reese, aged 70, penned a letter to Hershey’s corporate brand manager on February 14, raising concerns that the company had substituted milk chocolate with compound coatings and peanut butter with peanut creme in several Reese’s items. He questioned how Hershey could maintain Reese’s reputation as a flagship brand synonymous with trust, quality, and innovation while discreetly altering the very core ingredients – milk chocolate and peanut butter – that had established Reese’s as a trusted brand.
H.B. Reese, the grandfather of Brad Reese, developed Reese’s Peanut Butter Cups in 1928 after a brief stint at Hershey before founding his own confectionery business in 1919. Hershey responded by affirming that Reese’s Peanut Butter Cups continue to be crafted with the traditional ingredients of milk chocolate and house-made peanut butter derived from roasted peanuts, sugar, and salt. However, the company noted that certain Reese’s variations may feature ingredient modifications to introduce new shapes, sizes, and innovations requested by Reese’s enthusiasts.
Brad Reese expressed dissatisfaction with Hershey’s direction, citing an incident where he discarded a packet of Reese’s Mini Hearts, a new Valentine’s Day release, after discovering that the candies were crafted from “chocolate candy and peanut butter creme” instead of the expected milk chocolate and peanut butter. He emphasized that this change was distressing for him, having been a daily consumer of Reese’s products in the past.
While the U.S. Food and Drug Administration maintains stringent criteria for chocolate ingredients and labeling, companies can opt for alternative terminology on packaging to comply with regulations. Reese highlighted alterations in the recipes of various Reese’s products over recent years, including the transition of Reese’s Take5 and Fast Break bars from milk chocolate coatings to other alternatives. Additionally, he pointed out discrepancies in the ingredients of Reese’s Peanut Butter Cups sold in Europe, the United Kingdom, and Ireland, noting a difference in product descriptions compared to the U.S. version.
Hershey refuted claims of recipe variations across regions, asserting consistency in the composition of Reese’s Peanut Butter Cups sold in the European Union, the United Kingdom, and the U.S., attributing label distinctions to differing regulatory standards. The company emphasized its commitment to maintaining the essence and appeal of iconic brands through meticulous recipe adjustments while ensuring consumer satisfaction and taste preferences.
In a previous investor conference call, Hershey’s Chief Financial Officer Steven Voskuil acknowledged formulation changes but assured investors of preserving the distinct flavors and allure of the company’s renowned brands. Despite Hershey’s claims of minimal consumer impact from recipe adjustments, Brad Reese highlighted feedback from individuals noting a decline in the taste quality of Reese’s products, urging Hershey to uphold the legacy of its founder, Milton Hershey, by prioritizing product quality alongside innovation.
