Hershey’s to Restore Classic Recipes for All Reese’s Products
The Hershey Company is returning to its roots. In an announcement made on Wednesday, April 1, 2026, the Pennsylvania-based confectioner revealed it will shift all Reese’s products back to their classic milk chocolate and dark chocolate recipes starting in 2027.
This strategic pivot comes after significant criticism regarding the quality of ingredients in specific product lines. Even as flagship Reese’s Peanut Butter Cups have consistently used real chocolate and peanut butter, other items—such as mini Easter eggs—had transitioned to a coating containing less chocolate.
The Catalyst: A Call for Quality from the Reese Family
The move to restore classic recipes was sparked by Brad Reese, the grandson of the inventor of Reese’s Peanut Butter Cups. On Valentine’s Day, Brad Reese sent a public letter to Hershey’s corporate brand manager, questioning the company’s decision to replace the core ingredients that built the brand’s reputation for trust and quality.
In his letter, which he shared on LinkedIn, Reese challenged the company’s ability to position Reese’s as a flagship brand while “quietly replacing the very ingredients (Milk Chocolate + Peanut Butter)” that defined the product. This public critique ignited a controversy that ultimately led to Hershey’s commitment to return to its original standards.
Broadening the Changes: Kit-Kats and Natural Colors
The recipe restoration for Reese’s is part of a larger overhaul of Hershey’s sweets portfolio scheduled for next year. Beyond the Reese’s line, the company is implementing several other updates in 2027:
- Kit-Kat Enhancements: Hershey plans to modify the Kit-Kat recipe to make the candy creamier.
- Natural Transitions: The company is transitioning its products to use natural colors.
- Increased Innovation: To support these changes, Hershey intends to increase its research and development (R&D) funding by 25% next year.
The Impact of Cocoa Costs and Innovation
Hershey acknowledged that recipe changes were partially driven by a need for innovation and external economic pressures. High cocoa prices, which remained near record highs as of July 2025, led many manufacturers, including Hershey, to experiment with using less chocolate in certain products to manage costs.
Despite these pressures, the company stated it remains committed to making products consumers love by reviewing recipes to meet evolving tastes and preferences.
Key Takeaways
- Timeline: All Reese’s products will shift to classic milk and dark chocolate recipes in 2027.
- Cause: Public criticism from Brad Reese regarding the use of cheaper ingredients in some products.
- Portfolio Updates: Kit-Kats will become creamier, and the company will move toward natural colors.
- Investment: R&D funding will increase by 25% in 2027.
- Economic Factor: Record-high cocoa prices previously led to the use of chocolate coatings with less cocoa.
Frequently Asked Questions
Which Reese’s products were affected by the recipe changes?
While Peanut Butter Cups remained unchanged, a compact portion of the portfolio, including mini Easter eggs, were made with a coating that contained less chocolate.
When will the classic recipes return to stores?
Hershey stated that the shift back to classic milk and dark chocolate recipes for all Reese’s products will occur in 2027.
Why did Hershey use cheaper ingredients in the first place?
The company cited a desire to meet consumer demand for innovation and the impact of high cocoa prices as reasons for experimenting with ingredients.
Looking Ahead
By reinvesting in R&D and returning to the recipes that established its brand loyalty, Hershey is attempting to balance the economic volatility of the cocoa market with the expectations of its most dedicated consumers. The 2027 rollout will serve as a critical test of whether these quality-focused changes can offset the pressures of rising ingredient costs.
Keep reading