As Pennsylvania welcomes the arrival of spring, the season of peanut butter eggs begins. However, this year, some consumers might be inspecting these treats more closely, particularly the ingredients and labels.
Reese’s, a subsidiary of Hershey, has a reputation for its delightful blend of chocolate and peanut butter. The brand’s array of products, known as line extensions, spans from baking chips to snacking options like chocolate peanut butter popcorn, alongside seasonal offerings such as the much-loved Reese’s Peanut Butter Eggs during Easter.
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February 14, 2026, saw Brad Reese, the founder’s grandson, publicly criticize Hershey for its new product lines, specifically Valentine’s Day mini hearts. These products, while maintaining the traditional Reese’s flavors, use cheaper ingredients such as “chocolate candy” and “peanut butter creme.” Details of this criticism are available in his open letter.
The components used in these new products fall short of the FDA’s standards of identity for milk chocolate and peanut butter. For instance, the FDA mandates that milk chocolate should contain at least 10% chocolate liquor.
In a statement from Hershey, the company mentioned, “As we’ve grown and expanded the Reese’s product line, we make product recipe adjustments that allow us to make new shapes, sizes and innovations that Reese’s fans have come to love and ask for, while always protecting the essence of what makes Reese’s unique and special: the perfect combination of chocolate and peanut butter.”
Jonathan Deutsch, a certified research chef and food professor in Philadelphia, explains that ingredient changes in Reese’s products are not surprising. Drawing from his experience in product formulation, he notes that such adjustments are part of standard marketing practices in consumer packaged goods.
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Adjustments in Food Production Amid Cost Fluctuations
Since H.B. Reese created Reese’s Peanut Butter Cups in 1928, the food industry has seen significant changes. Challenges like inflation, tariffs, labor and fuel costs, and climate-related issues with crops such as cacao, vanilla, and sugar have complicated confectionery manufacturing.
Manufacturers often have three strategies to counter rising costs:
1. Reduce product size. The size of Reese’s Peanut Butter Cups has decreased from 0.9 ounces in the 1980s to the present 0.75 ounces, a 17% shrinkage, known as “shrinkflation.”
2. Increase prices. While there’s demand for premium peanut butter cups, the question remains: How much will consumers pay for Reese’s? Likely, most expect to pay around a few dollars per serving.
3. Cut costs. Companies often modify formulas to reduce costs, a practice termed “skimpflation,” which aligns with Brad Reese’s primary concern. Adjustments might be made to offset operational costs while maintaining consumer-friendly pricing.
Formula changes, or reformulations, are frequent. They can result from supplier issues, regulatory shifts, or consumer preference changes. Moreover, factors such as wars, tariffs, or climate change may also inflate costs.
Effective Reformulations
In Drexel University’s culinary and food science programs, techniques are taught to minimize consumer awareness of changes. One method, the triangle test, involves giving consumers two samples of the original and one of the new formula. If they can distinguish the different one, the reformulation needs more work. If not, the new formula is considered successful.
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Occasionally, reformulations fail, as seen with Crystal Pepsi, the McLean Deluxe burger, and olestra-infused snacks. However, most reformulations go unnoticed, thanks to the diligent work of food technologists.
Are the new Reese’s offerings a downgrade? Perhaps. But like art or wine, if it pleases your palate, it’s worth it. If not, you can voice your opinion with your purchases or directly to the company, just like Brad Reese.
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