Trenton, NJ – Hershey’s plan to restore real chocolate in all Reese’s products by 2027 is drawing strong reactions from New Jersey fans, where the candy remains one of the state’s top sellers and a staple in households year-round.
The Hershey Company confirmed it will shift all Reese’s items back to classic milk and dark chocolate recipes after backlash over the use of alternative coatings in some seasonal products.
New Jersey consumers notice the difference
In a state where Reese’s consistently ranks among the most popular candies—especially during Halloween and Easter—fans say they had already begun noticing changes in taste.
Across social media discussions, including a widely shared Reddit thread reacting to the announcement, many longtime customers described a clear decline in quality.
“No wonder I thought they tasted like garbage recently,” one user wrote. “Thought my old self was dumb for thinking they used to be good.”
Another added, “Thank god it wasn’t just me… they’ve tasted like gritty garbage recently. It’s been my favorite candy since childhood.”
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Key Points
• Hershey will restore real chocolate in all Reese’s products by 2027
• Change follows backlash over alternative coatings in seasonal items
• New Jersey consumers report noticing taste differences in recent years
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Seasonal products drew the most criticism
Hershey acknowledged that some items—particularly holiday shapes like Easter eggs, pumpkins, and Christmas trees—used compound coatings containing less chocolate.
Those products are widely sold across New Jersey during peak retail seasons, making them a focal point for criticism.
“The Easter time Reese’s Eggs are notably different,” one commenter wrote, adding that the announcement “makes sense” of the change.
Others were more blunt about the shift in flavor.
“The seasonal shape Reese’s… had the perfect ratio… but now they taste like gasoline,” another user wrote.
Price, quality, and brand loyalty collide
Some consumers said they would accept higher prices if it meant preserving the original recipe—an important factor in a high-cost state like New Jersey, where shoppers are already sensitive to grocery pricing.
“I don’t care if higher cocoa price means a higher priced Reese’s candy,” one user wrote. “If I’m not buying it because you changed the recipe… you’re still not making money.”
Others said the taste change altered their buying habits entirely.
“I eat one and it’s like eh, I’m good,” another commenter wrote, describing a loss of the brand’s once “addictive” appeal.
Backlash reaches the Reese family
The criticism gained national attention after Brad Reese, grandson of founder H.B. Reese, publicly challenged the company over ingredient changes.
In a letter shared online, he questioned how Hershey could maintain trust while “replacing the very ingredients (Milk Chocolate + Peanut Butter)” that built the brand.
Hershey has maintained that its core Reese’s Peanut Butter Cups have always used real chocolate, with changes limited to select products.
Broader changes across Hershey lineup
The company said the Reese’s update is part of a larger shift that includes:
- Transitioning to natural colors
- Improving KitKat’s texture for a creamier taste
- Increasing research and development spending by 25%
“Hershey is committed to making products consumers love,” the company said, emphasizing ongoing recipe reviews tied to consumer preferences.
What it means for New Jersey shoppers
For New Jersey consumers, the changes are expected to be most noticeable in seasonal aisles, where variations in recipe and texture have been most apparent.
Given the brand’s strong foothold in the state, the return to classic chocolate could help restore confidence among buyers who had begun turning to alternatives.
Some already have.
“I’ll just find a different brand of peanut butter cups,” one user wrote, reflecting a shift that could impact sales if not reversed.
What happens next
Hershey plans to begin rolling out the changes in 2026, with all Reese’s products expected to use classic recipes by 2027.
Until then, standard Reese’s Peanut Butter Cups remain unchanged, while some seasonal items will continue using current formulas.
The transition will be closely watched in New Jersey, where consumer loyalty to Reese’s remains strong—but clearly not unconditional.