Brad Reese, grandson of the man who created Reese’s Peanut Butter Cups, criticizes The Hershey Co. for altering recipes in several products by substituting cheaper ingredients, which he believes damages the brand’s reputation for quality.
Family Legacy and Accusations
At 70 years old, Brad Reese traces his heritage to H.B. Reese, who developed the iconic candy in 1928 after working briefly at Hershey and launching his own company in 1919. The family business sold to Hershey in 1963. In a February 14 letter to Hershey’s brand manager, Brad Reese highlighted shifts from milk chocolate to compound coatings and peanut butter to peanut creme in various Reese’s items.
“How does The Hershey Co. 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?” Reese wrote in the letter, shared on his LinkedIn profile.
Hershey’s Defense Amid Rising Costs
Hershey confirms some recipe adjustments but maintains that classic Reese’s Peanut Butter Cups retain their original formula, featuring milk chocolate and peanut butter produced in-house from roasted peanuts, sugar, and salt. The company attributes changes to expanding the product line with new shapes, sizes, and innovations demanded by consumers, all while preserving the core chocolate-peanut butter balance.
Elevated cocoa prices have prompted Hershey and competitors to reduce chocolate content in recent formulations. In a prior investor call, Chief Financial Officer Steven Voskuil noted formula tweaks across products, emphasizing rigorous consumer testing to uphold taste profiles with no detectable impact.
Specific Product Complaints
Brad Reese cites recent Reese’s Mini Hearts for Valentine’s Day, labeled as “chocolate candy and peanut butter creme.” He discarded a bag, declaring, “It was not edible.” A longtime daily consumer of Reese’s, he finds these developments deeply disappointing.
Other examples include Reese’s Take5 and Fast Break bars, once coated in milk chocolate but now using alternatives. White Reese’s shifted from white chocolate to white creme. Products in Europe, the UK, and Ireland differ, with UK listings specifying “milk chocolate-flavored coating and peanut butter creme.” Hershey clarifies that EU and UK regulations demand higher cocoa, milk solids, and fat levels for milk chocolate labeling, though recipes match U.S. standards.
Regulatory Standards and Consumer Concerns
U.S. FDA rules mandate at least 10% chocolate liquor, 12% milk solids, and 3.39% milk fat for milk chocolate. Manufacturers sidestep these by using terms like “chocolate candy,” as seen on Hershey’s Mr. Goodbar.
Brad Reese reports frequent feedback that Reese’s tastes diminished. He urges Hershey to heed founder Milton Hershey’s words: “Give them quality, that’s the best advertising.” While supporting innovation, Reese prioritizes maintaining superior quality.
