- Hershey says it plans to start selling a Reese’s Cup that’s 40% thinner than the original in March.
- The new sweet aims to win over customers who want a Reese’s Cup with “more permissibility,” Michele Buck, the president of Hershey North America, said on Thursday.
- Hershey has been doubling down on new candies as increased costs force the chocolate maker to raise prices.
Hershey says it will soon start selling a new Reese’s Cup with almost half as much chocolate and peanut butter.
On Thursday, Hershey announced on a call with investors that it planned to launch a new product called “Reese’s Thins” in March.
“This product is about 40% thinner than the original cup, and it appeals to those consumers who want something sweet with more permissibility,” Michele Buck, Hershey North America’s president, said on the call.
The thinner cups will be available in milk- and dark-chocolate varieties, according to the company.
Hershey has been working to revamp some of its most beloved brands to boost sales. In May, the company launched Reese’s Outrageous, a chocolate bar stuffed with peanut butter, caramel, and Reese’s Pieces. And it’s set to debut Hershey’s with Reese’s Pieces in bar form in December.
Hershey has also been pushing new products outside the Reese’s brand. Last year, it debuted its first new chocolate bar in 22 years, Hershey’s Gold. And later this year, Hershey will launch hot-cocoa-flavored Hershey’s Kisses, the company’s first holiday-themed Kiss flavour in almost a decade.
The push for new treats comes as issues such as high freight costs are slicing into Hershey’s profits.
In response to rising costs, Hershey in July announced plans to raise prices. On Thursday, executives said the company planned to do so again in 2019, The Wall Street Journal reported.
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