Reese’s Continues to Innovate, Evolve & Take New Forms

The Reese’s brand has been around since the 1920s when H.B. Reese started the company in his basement and brought the peanut butter cup deliciously to life. Reese’s was snatched up by The Hershey Company in 1963 and it remains one of the most popular candy lines in the United States (you’ve probably caught one of these #NotSorry ads this Halloween season). Despite its storied history and strong brand equity, the makers of Reese’s continue to find new ways to innovate the tasty treats.

Two recent Reese’s news bites illustrate how the brand keeps evolving. First, there was the announcement during Hershey’s third quarter earnings call that they would release a 40% skinnier version of the Reese’s Peanut Butter Cup in 2019 (for people who want to indulge a little bit less). Then there was the reveal of “the most ultimate mash-up ever”: Hershey’s Milk Chocolate Bar with Reese’s Pieces candy coming in November. Hershey promoted this second announcement by inviting an engaged couple with the last names Ries & Hirschey (pronounced Reese & Hershey) to Hershey Park for a photo shoot. A sweet little marketing move.

The lesson: Even when you have a product as perfect as Reese’s Peanut Butter Cups, there’s always work to be done to maintain customer interest and keep your brand on the tip of people’s taste buds.