Brad Reese, the 70-year-old heir to the Reese’s chocolatier legacy, celebrates a major victory after challenging The Hershey Company over recipe alterations in select products. Hershey announced plans to revert to original milk and dark chocolate formulations starting in 2027.
Hershey’s Recipe Reversal
The company confirmed it will restore classic recipes for Hershey’s chocolate bars and Reese’s Peanut Butter Cups, alongside enhancements to Kit Kat for a creamier chocolate taste. Spokesperson Allison Kleinfelter stated the firm is transitioning its sweet portfolio to natural colors while ensuring consistency with traditional milk and dark chocolate recipes across Hershey’s and Reese’s lines.
“Hershey remains committed to products consumers love, continually reviewing recipes to align with evolving tastes,” the company emphasized in its statement. Core recipes for Hershey’s chocolate bars and standard Reese’s Peanut Butter Cups have remained unchanged.
Brad Reese’s Campaign
The decision follows an open letter Brad Reese sent on February 14 to Todd Scott, Hershey’s manager of corporate brand and editorial. Reese questioned how the brand could uphold its heritage while substituting milk chocolate with compound coatings and peanut butter with cremes in various products.
“My grandfather, H.B. Reese, built Reese’s on milk chocolate plus peanut butter—a real product identity trusted for a century,” Reese wrote. He urged Hershey to align its narrative with product reality, warning that divergence risks the brand’s legacy.
“This isn’t a supply chain issue; it’s brand governance,” Reese asserted, calling for truth in stewardship to preserve Reese’s as Hershey’s emotional anchor.
Company Context and Reese’s Reaction
Recipe tweaks emerged after CEO Kirk Tanner’s appointment in August, driven by rising cocoa costs. CFO Steven Voskuil noted during an investor call that adjustments preserved taste profiles through rigorous testing, with no detectable consumer impact.
Hershey clarified that affected products represent just 3% of the Reese’s lineup, mainly non-classic items. Kleinfelter added that changes, including formulation and sourcing updates, target 2027 implementation—planned prior to public feedback and responsive to shifting preferences.
Reese dismissed the timeline as a “PR stunt,” insisting, “If they were serious, they would act immediately.” He advocates innovation paired with quality, citing consumer feedback on diminished taste.
H.B. Reese, the inventor of Reese’s Peanut Butter Cups, passed away in 1956, leaving a lasting legacy now reaffirmed through these developments.
