Reese’s Peanut Butter Cups are embracing a plant-based makeover.
The Hershey Co. announced on Tuesday that its Reese’s Plant-Based Peanut Butter Cups would be available for sale this month, marking the company’s first nationwide plant-based chocolate offering. A second plant-based product, Hershey’s Plant-Based Extra Creamy with Almonds and Sea Salt, is set to debut in April.
These chocolates are crafted with oats as a replacement for milk, according to Hershey.
While the company confirmed that the chocolates are plant-based, they did not label them vegan. Unlike vegan foods, plant-based foods are not required to be entirely free of animal products.
Hershey has previously dabbled in plant-based chocolate, releasing an oat-based chocolate bar named Oat Made in select test markets starting in 2021. However, these new products will be the first to be distributed nationwide under the “Plant Based” designation.
Hershey cited consumer demand for choices, including healthier options and products with fewer ingredients, as a motivation for offering plant-based and reduced sugar alternatives. The company also launched an organic version of Reese’s Cups in February 2021.
Market research firm Euromonitor noted that younger consumers seek to decrease their animal-based product intake. A 2021 survey by the firm revealed that 54% of Generation Z consumers were limiting animal-based products in their diets, compared to 34% of Baby Boomers.
Nestle has offered its vegan KitKat V in Europe since 2021, and Cadbury sells a vegan chocolate bar in the United Kingdom. However, American vegan chocolate options have primarily been limited to premium brands like Lindt or organic chocolatiers like Hu Kitchen.
Hershey developed plant-based versions of Reese’s Cups and Hershey bars, some of its most popular items, to fill a gap in the mainstream U.S. plant-based chocolate market.
The plant-based alternatives will come at a higher price, with retailers determining the final cost. Rite Aid has priced a 1.4-ounce package of two plant-based Reese’s Cups at $2.49, approximately $1 more than the traditional version. Hershey charges a similar premium for its organic Reese’s Cups, released in 2021.
Opting for the dairy-free option won’t necessarily mean fewer calories, however. While complete nutritional information was not provided, a 1.4-ounce package of plant-based Reese’s Cups contains 210 calories, the same number found in a 1.5-ounce package of conventional Reese’s Cups.
As the plant-based movement gains traction, major confectionery companies like Hershey want to diversify their product lines to cater to changing consumer preferences. By offering plant-based options, Hershey aims to attract a broader audience, including those who prefer plant-based products for health, environmental, or ethical reasons.
Introducing plant-based Reese’s Peanut Butter Cups and Hershey’s Plant-Based Extra Creamy with Almonds and Sea Salt is expected to positively impact the brand’s overall sales and appeal. As more consumers adopt plant-based diets or reduce their consumption of animal products, the demand for plant-based alternatives to traditional chocolate favourites is anticipated to grow.
Hershey’s plant-based products could encourage other major chocolate manufacturers in the United States to develop their plant-based options, expanding the availability and variety of such products in the market. This shift could lead to a more competitive landscape within the plant-based chocolate segment, offering customers more choices and fostering innovation in the industry.
Despite the higher price point, the plant-based Reese’s Peanut Butter Cups and other plant-based chocolates may find a receptive audience among consumers who prioritize plant-based foods’ environmental and ethical benefits. However, it remains to be seen how these products will fare in terms of taste and overall satisfaction, which are crucial factors in determining their success.
The launch of plant-based Reese’s Peanut Butter Cups and Hershey’s Plant-Based Extra Creamy with Almonds and Sea Salt signifies a significant step for Hershey in catering to consumers’ evolving preferences. As the plant-based market expands, more confectionery companies will likely follow suit, offering a wider variety of plant-based chocolate options for consumers to enjoy.