Hershey’s to Return to Real Chocolate by 2027 Following Viral Backlash
The Hershey Company has announced a return to “classic milk and dark chocolate recipes” for its Reese’s and Hershey’s products by 2027. This decision comes as a result of viral social media scrutiny and advocacy from the founder’s grandson.
CEO Kirk Tanner confirmed this change in an interview with Bloomberg on March 31.
“We’re investing small amounts to align our portfolio with what the brand embodies,” Tanner stated. “Consistency is key across the brand.”
What’s Changing with Hershey’s Popular Products
Beginning in 2026, original Reese’s products—including mini cups, seasonal shapes, and the Fast Break bar—will be made with real milk chocolate, moving away from compound coatings. All classic Hershey’s chocolate bars will utilize “pure milk and dark chocolate,” while Kit Kat is set to be “enhanced” for a “creamier taste and texture,” according to Tanner.
The change from compound coatings to real chocolate will affect less than 3% of Reese’s products and a small fraction of Hershey’s offerings. The company aims to eliminate all artificial colors from its products by the end of 2026.
Since their inception in 1928, the original Reese’s Peanut Butter Cups have used the same ingredients: milk chocolate and peanut butter. However, some expanded Reese’s variants, such as Reese’s Mini Eggs and Reese’s Pieces, do not feature milk chocolate, as noted on their labels.
How the Hershey’s Controversy Began
Brad Reese, grandson of H.B. Reese, publicly criticized Hershey earlier in 2026 after noticing that some products used chocolate-flavored coatings instead of authentic milk chocolate. His complaint letter on LinkedIn went viral.
“My grandfather,” Reese stated, “built REESE’S on a simple, enduring concept: Milk Chocolate + Peanut Butter.”
He expressed concern that Hershey had swapped the original formula “for compound coatings and replaced Peanut Butter with peanut-butter style creams across multiple REESE’S products.”
Simultaneously, viral videos on TikTok showed Hershey’s chocolate bars bending instead of snapping, leading users to speculate that the formula had changed.
In an April 2026 interview with NBC News, Reese credited the consumers: “If this is true, credit goes to the loyal fans who were concerned about Hershey’s actions.”
However, he expressed doubts about Hershey’s sincerity: “I see numerous red flags. It seems like Hershey is trying to manage the PR narrative.”
Reese also challenged the company’s timeline, saying, “If the Valentine’s Day Reese’s Mini Heart doesn’t taste like real milk chocolate next year, I’ll know they’re being dishonest.”
Why the Timing of the Hershey’s Dispute is Significant
Tanner indicated that the shift was in progress before Reese’s public criticisms. “Right when I joined the company, we conducted a comprehensive review of our portfolio,” he explained. Tanner started at Hershey in August 2025.
The announcement comes amid significant cost challenges. Cocoa prices soared by approximately 70% in 2024 due to crop disease, aging trees, and extreme weather conditions in West Africa, which is responsible for about 70% of the global cocoa supply, according to the Associated Press. Prices reached an all-time high in late 2024.
Chocolate prices increased by 14.4% in early 2026 compared to the same timeframe in 2025, as reported by ABC News via Datasembly. During a February 2025 earnings call, former CEO Michele Buck mentioned that the company might adjust pricing, packaging, and recipes in response to rising costs.
How to Differentiate Your Hershey’s Bars
To recognize what you are purchasing, examine the label. Items labeled “milk chocolate” comply with FDA standards for genuine chocolate. Meanwhile, terms like “chocolate candy,” “chocolatey,” or “crème” may suggest alternative ingredients, including vegetable oils instead of cocoa butter.
This distinction is exactly the kind of subtle label transition that consumers and online critics are now scrutinizing more closely—indicating a broader trend toward ingredient transparency spurred by social media pressure rather than corporate initiative.
