Hershey Sets Sights on Better-for-You Confection

An organic Reese’s Peanut Butter Cup and Nestlé vegan KitKat illustrate the health-conscious trend.

February 19, 2021

HERSHEY, Pa.—The Hershey Company has long offered a wide variety of choices for consumers to enjoy their favorite confection brands. Now the company is extending its confection leadership in the better-for-you category.

“We are the leader in U.S. confection, and our consumers rely on us to understand their needs for everyday moments, seasons and special occasions, offering high-quality and great tasting candy that's accessible for everyone,” said Kristen Riggs, chief growth officer at Hershey, in a press release. “Expanding our expertise, building new capabilities and delivering more choices in better-for-you confection is the next big category opportunity for us to lead.”

Hershey_Organic_Milk_Chocolate_800.jpgBetter-for-you snackers represent a variety of interests, from those seeking portion-control to plant-based ingredients. And when it comes to candy, sugar reduction is a shared interest they all have in common. Building from its strength in portion-controlled choices, Hershey will expand its future portfolio to deliver more reduced sugar, organic and plant-based alternatives while also continuing to build its classic array of beloved products.

“We are setting the foundation for long-term sustainable growth in the better-for-you category at Hershey,” said Hershey President, U.S., Chuck Raup. “Everything we do is led by our consumers and our commitment to deliver only the most delicious snacks. We are driven to provide more choices to ensure they enjoy our brands and products in ways that are right for them.”

One of those better-for-you products hitting stores is Hershey’s new organic version of its popular Reese’s Peanut Butter Cups. The Organic Reese's Peanut Butter Cups are available in dark and milk chocolate.

Hershey_Organic_Dark_Chocolate-800.jpg“We're continuing to expand our product line so there is a Reese's cup for nearly everyone,” said Eric Newton, brand manager for Reese's Organic, in a press release. “When consumers go down the candy aisle or shop online, we want everyone to have an option to choose from, and we aren't settling until everyone can enjoy a Reese's product.”

Also available in a new organic offering for chocolate lovers this month is Organic Hershey’s milk chocolate and special dark chocolate bars in a 1.55 oz pack.

Nestlé also plans to introduce a vegan KitKat this year. “One of the most common requests we see on social media is for a vegan KitKat, so we're delighted to be able to make that wish come true,” said Alexander von Maillot, head of confectionery at Nestlé, in a press release.

50946633462_a936eb1c7e_o-800.jpgThe new vegan KitKat—called KitKat V—will be launched later in the year in several countries across the globe. It will only be available through the KitKat Chocolatory and select retailers, to test the opportunity for a wider rollout.

Read more about the better-for-you snacking trend in “Snack Attack” in the July 2020 issue of NACS Magazine, and don’t miss our monthly roundup of Cool New Products online and in print. Not a subscriber? Sign up today!