Hershey's Reverses Reese's Recipe Changes After Backlash

Reese's Peanut Butter Cup products return to original formula following customer complaints.

Apr. 2, 2026 at 10:52pm

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A photorealistic studio still life of a single Reese's Peanut Butter Cup, its milk chocolate and peanut butter components exposed against a clean, monochromatic background, conveying the abstract corporate strategy and consumer trust at the heart of this story.The classic Reese's Peanut Butter Cup, its iconic ingredients on display, symbolizes the brand's return to its trusted roots after a recipe controversy.Hershey Today

Hershey's has announced that it will be transitioning Reese's Peanut Butter Cup products back to their classic recipe, after facing backlash from customers and the descendants of the brand's founder, H.B. Reese. The changes, which included replacing milk chocolate with compound coatings and peanut butter with peanut butter-style cremes, were made after Hershey's CEO Kirk Tanner took over in August. However, Reese's grandson Brad Reese publicly criticized the recipe changes, saying they betrayed the brand's identity and quality.

Why it matters

Reese's is one of Hershey's flagship brands and a symbol of trust and quality for many consumers. The recipe changes sparked outrage among loyal fans who felt the company was compromising the integrity of the classic Reese's Peanut Butter Cup. This backlash highlights the importance of maintaining brand identity and the risks companies face when altering beloved, long-standing products.

The details

According to Hershey's, around 3% of Reese's products currently contain 'peanut butter crème' instead of the USDA-defined peanut butter used in the classic recipe. Brad Reese, the grandson of Reese's founder H.B. Reese, publicly criticized these changes in an open letter, saying the brand's 'identity is being rewritten' by the formulation decisions. Reese said he had to spit out the new Reese's Unwrapped Chocolate Peanut Butter Creme Mini Hearts, as they did not taste like the original product. Hershey's has now announced that most Reese's products, including the classic Peanut Butter Cups, will be transitioning back to the original recipe.

  • In 1917, H.B. Reese began making his own chocolate-covered peanut butter candies.
  • In 1963, Reese's sons sold the company to Hershey.
  • In August 2025, Kirk Tanner became CEO of Hershey's and oversaw recipe changes.
  • On February 14, 2026, Reese's grandson Brad Reese published an open letter criticizing the recipe changes.
  • On April 2, 2026, Hershey's announced most Reese's products would return to the classic recipe.

The players

H.B. Reese

The dairy farmer who founded the Reese's brand in 1917 by making his own chocolate-covered peanut butter candies.

Brad Reese

The grandson of H.B. Reese who publicly criticized Hershey's for changing the Reese's recipe and betraying the brand's identity.

Kirk Tanner

The CEO of Hershey's who oversaw the recipe changes to Reese's products after taking over in August 2025.

The Hershey Company

The multinational chocolate company that acquired the Reese's brand in 1963 and recently faced backlash for changing the classic Reese's Peanut Butter Cup recipe.

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What they’re saying

“I opened it up, and I had about two of them, and I had to spit them out. I dumped the entire contents into my kitchen garbage can, and I kept the pouch. I checked it and it wasn't milk chocolate, it wasn't real peanut butter... I've never in my entire life spit out a Reese's product.”

— Brad Reese, Reese's Grandson

“How does The Hershey Company continue to position REESE'S as its flagship brand, a symbol of trust, quality and leadership, while quietly replacing the very ingredients (Milk Chocolate + Peanut Butter) that built REESE's trust in the first place?”

— Brad Reese, Reese's Grandson

What’s next

Hershey's has stated that the transition back to the classic Reese's Peanut Butter Cup recipe will be completed in the coming months, restoring the original formula that customers have come to expect.

The takeaway

This incident highlights the risks companies face when altering beloved, long-standing products, even if the changes are intended to cut costs or boost profits. Maintaining brand identity and consumer trust is crucial, as Hershey's has learned through this Reese's recipe backlash.