Hershey to restore milk and dark chocolate across its full portfolio

The Hershey Company has confirmed plans to roll-back from a strategy of introducing substitute ingredients in some of its portfolio, returning milk and dark chocolate recipes from 2027, reports, Neill Barston.

Significantly, the move, which was stated at a recent high profile investor day held at the New York Stock Exchange, comes in the wake of notable criticism of its plans by Brad Reese, a grandson of brand founder, H.B Reese, who expressed alarm at what he perceived as “quietly replacing the very ingredients that built Reese’s trust in the first place.”

The 70 year-old Florida-based industry observer, who has seen himself as an unofficial brand ambassador, highlighted specific product ranges, including a limited edition Valentine’s series, and additional variants Reese’s cups that he asserted had used notably differing ingredients from the brand’s founding milk chocolate and peanut butter formula that has made it a worldwide hit, from its introduction back in the late 1920’s in the US.

Notably, Hershey made no reference to his complaints  – which went on to gain global media attention on major US and international networks and newspapers, which has come as the business has faced notable pricing pressures from the introduction of tariffs in America, as well as volatile cocoa prices of the past 18 months, which saw prices swing from $12,000 a tonne at the beginning of January 2025, to below $3,000 two months ago.

Furthermore, the company’s shareholding prices were also reportedly said to have briefly been negatively impacted surrounding the issue – which was raised by Reese in February, and was reported by our title. The company responded that its use of alternative ingredients (compounds) was merely a small part of its operation, not impacting its core ranges.

However, speaking at the recent investor day, Allison Kleinfelter, head of communications for Hershey, explained that there would be several key brands that would be repositioned to include original ingredients.

She said: “We’re transitioning to colours from natural sources across our sweets portfolio, enhancing KitKat’s recipe for a creamier taste and texture, and bringing a small portion of remaining Hershey’s and Reese’s products in line with their classic chocolate recipes.” 

As Confectionery Production has seen across the broader sector, the move to confirm a return to classic recipes reflects a wider consumer sentiment that more natural, authentic ingredients remain a distinct preference among many shoppers, including within confectionery categories.

CEO’s direction
The recent investor day also featured a presentation from Kirk Tanner, president and CEO of Hershey, who confirmed that its overarching new “One Hershey” strategy, would drive core growth for the business. (see our separate coverage of his State of the Industry Conference appearance here). 

Significantly, the company asserted its intention to move into more premium space,  powered by smart supply chains and AI-enhanced decision making, as well as engaging with better-for-you markets and supporting its wider snacking division as an integrated unit.

Tanner stated: “With a differentiated portfolio, we are uniquely positioned to win with our iconic core brands and expand faster in high growth spaces. Through One Hershey, we go to market as one integrated team across sweet, salty, and functional snacking. The strategy is clear. The team is ready. The next chapter of growth and leading performance starts now.”