The Scoop: Hershey’s goes back to real chocolate after criticism from Reese’s grandson

Hershey’s, one of the world’s most iconic chocolate brands, has announced its intention to return to using real chocolate in all its candies by 2027. This move comes after weeks of intense criticism from Brad Reese, the grandson of the creator of Reese’s Peanut Butter Cups. The decision to revert to real chocolate follows a campaign led by Reese and a passionate group of chocolate enthusiasts who rallied behind his concerns.

Brad Reese, who had expressed skepticism about the quality of chocolate used in some Hershey’s confections, famously described a Reese’s mini-heart as “not edible.” His comments, made to the Associated Press, sparked a wave of public outrage and pressure on the candy maker to address the issue. Although Hershey’s maintains that it has always used real milk chocolate in Reese’s products, it had been using a flavored substitute in certain candies.

Hershey’s spokesperson, Allison Kleinfelter, stated that the decision to switch back to real chocolate is not a response to Reese’s criticism but rather a result of evolving consumer preferences. Kleinfelter emphasized that the company has always been responsive to such changes, and the shift to real chocolate is part of a strategic plan that has been in development since last year. The transition is expected to be completed by 2027, covering formulation, packaging, supply lines, and ingredient sourcing.

Despite Hershey’s assurances, Brad Reese remains unconvinced, dismissing the move as a public relations stunt. In an interview with the New York Times, Reese stated that if the company were truly serious about improving the quality of its chocolate, it would have acted sooner rather than waiting until 2027.

The saga of Hershey’s and Reese’s highlights the deep emotional connection consumers have with their favorite brands, particularly when it comes to nostalgic products like candy. Even minor changes can provoke backlash, and when a prominent figure like Brad Reese speaks out against a brand, it forces the company to take action.

Hershey’s may have missed an opportunity to turn Reese into an advocate by involving him in the process and making him a part of the solution. Instead, the company opted to address the issue on its own terms, which has left Reese feeling unheard. This situation underscores the importance of engaging with stakeholders, especially when their concerns are rooted in the very essence of a brand’s identity.

In the end, Hershey’s decision to return to real chocolate could be seen as a victory for consumers who demand high-quality ingredients. However, the lingering tension between the company and Brad Reese serves as a reminder that true brand loyalty often requires more than just product excellence—it also involves transparency, empathy, and a willingness to listen to those who care deeply about the brand’s legacy.