Hershey Reverses Course on Ingredient Changes

The company will return to classic recipes for Reese's products after facing backlash from the founder's grandson.

Apr. 1, 2026 at 11:10pm

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Hershey announced it will revert to using classic milk chocolate and peanut butter recipes for all Reese's products starting in 2027, after facing criticism from Brad Reese, the grandson of Reese's Peanut Butter Cups inventor H.B. Reese. The company had previously shifted some Reese's and Hershey's products to use cheaper ingredients with less chocolate, but now says it will increase R&D funding by 25% next year to enhance its classic recipes.

Why it matters

Reese's Peanut Butter Cups are one of Hershey's most iconic and beloved products, so any changes to the recipe can upset loyal customers. The backlash from the founder's descendant highlights the importance of maintaining brand authenticity, especially for heritage products, in the face of cost pressures and consumer demands for innovation.

The details

Hershey said it will use classic milk chocolate and dark chocolate recipes for all Reese's products starting in 2027, reversing a previous move to use cheaper coatings with less chocolate in some items like mini Easter eggs. The company also plans to transition other products like Kit Kat to natural colors and creamier recipes next year, while increasing its R&D budget by 25%.

  • Hershey announced the changes on April 1, 2026.
  • The company will revert to classic Reese's recipes starting in 2027.

The players

Hershey

The Hershey, Pennsylvania-based company that owns the Reese's brand and other popular confections.

Brad Reese

The grandson of H.B. Reese, who invented the Reese's Peanut Butter Cup in 1928.

H.B. Reese

The inventor of the Reese's Peanut Butter Cup, who sold his company to Hershey in 1963.

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What they’re saying

“Reese's Peanut Butter Cups have always been made with real milk chocolate or dark chocolate and peanut butter.”

— Brad Reese, Grandson of Reese's Peanut Butter Cups inventor

What’s next

Hershey plans to increase its research and development funding by 25% next year as it works to enhance its classic recipes and transition more products to natural ingredients.

The takeaway

Hershey's decision to revert to the classic Reese's Peanut Butter Cups recipe after facing backlash from the founder's descendant underscores the importance of brand authenticity, especially for heritage products. The company's increased investment in R&D suggests it is committed to balancing innovation with preserving the iconic tastes that consumers expect.