Hershey’s ONE brand places protein at the centre of Reese’s bar series

Hershey’s better-for-you brand, ONE, has entered the fray for a new variant of Reese’s that promises a protein packed experience for fans of the company’s flagship treat in bar form, writes Neill Barston.

As revealed at the recent Sweets & Snacks Expo, the company has continued to make notable additions to its portfolio, including providing a greater array of healthier options in response to growing consumer demand.

Its latest offering from the brand  features 18 grammes of protein in each bar, and just 3 grammes of sugar, and follow an increasing array of consumer research that has shown that shoppers are seeking an enhanced range of products that include both ‘regular’ and better-for-you options.

Hershey moved to acquire the ONE Brand in the summer of 2019, for a reported sum of $397 million, with its range and presence under its new ownership continuing to grow over the past five years. Its acquisition was followed swiftly by a move to gain a minority stake in Irish better-for-you business, Fulfil, underlining the US company’s ambitions to present a diverse portfolio of product options.

“Many peanut butter flavoured protein bars exist in the world, but only ONE Brands can do it with the real ingredients of Reese’s peanut butter,” said Bo Jones, ONE Brands brand manager.

“At ONE Brands, we understand our consumers love their favorite flavours like peanut butter in a protein-packed snack. That’s why we’re excited to give them the ONE x Reese’s Peanut Butter Lovers flavour inspired protein bar that tastes delicious.”

As the business explained, in addition to the new Reese’s Peanut Butter Lovers flavour, ONE is also introducing a Hershey’s Cookies ‘n’ Crème flavour inspired protein bar made with the crunch of real Hershey’s Cookies ‘n’ Crème bits.

Both new bars join ONE Brands’ already mouthwatering lineup, featuring varieties with exceptional taste and texture such as Birthday Cake, Maple Glazed Donut, Peanut Butter Cup, Chocolate Chip Cookie Dough and Blueberry Cobbler. The two product ranges of are now  available on Amazon and at retailers nationwide in the US.