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Madison Today
By the People, for the People
Hershey Reverting to Classic Reese's Recipes for 2027
The iconic candy brand is returning to its original peanut butter cup formula after years of product changes.
Apr. 1, 2026 at 11:00pm
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The Hershey Company has announced that it will be reverting to the classic recipes for its popular Reese's Peanut Butter Cups line in 2027, after years of product reformulations and changes. The move comes in response to consumer demand for the original taste and texture of the iconic candy.
Why it matters
Reese's Peanut Butter Cups are one of Hershey's most successful and recognizable products, with a loyal customer base that has grown accustomed to the original recipe. The decision to return to the classic formulation is seen as a strategic move to reconnect with the brand's core fans and heritage.
The details
Over the past decade, Hershey has made several changes to the Reese's recipe, including adjustments to the ratio of peanut butter to chocolate, the use of different peanut varieties, and alterations to the manufacturing process. These changes were intended to streamline production and reduce costs, but they were met with backlash from longtime Reese's devotees who felt the taste and texture had been compromised.
- Hershey first began tweaking the Reese's recipe in the early 2010s.
- The company plans to revert to the classic formulation in January 2027.
The players
The Hershey Company
A multinational confectionery company and one of the largest chocolate manufacturers in the world, known for iconic brands like Hershey's, Reese's, and KitKat.
Reese's Peanut Butter Cups
A popular candy product consisting of a chocolate cup filled with peanut butter, first introduced by Hershey in 1928.
What they’re saying
“Our customers have made it clear that they want the original Reese's taste and experience. We're listening to that feedback and are excited to bring back the classic recipe that our fans know and love.”
— Michele Buck, CEO, The Hershey Company
What’s next
Hershey plans to launch a major marketing campaign in 2026 to build anticipation for the return of the classic Reese's recipe in 2027.
The takeaway
Hershey's decision to revert to the original Reese's Peanut Butter Cup formula demonstrates the power of consumer loyalty and the importance of respecting a brand's heritage. This move is likely to reinvigorate the iconic candy line and reconnect it with its devoted fan base.
