The Hershey Company - one of the leading names in chocolate, candy and gum - used the National Confectioners Association’s flagship event (being held in Indianapolis, Indiana, 13-15 May) to showcase its dual focus on indulgent treats and better-for-you formats.
To reflect evolving consumer preferences, Hershey has expanded its chocolate, candy and gum offerings with new product developments (NPDs) that blend classic confectionery formats with on-trend flavours and textures.
“The future of snacking is about meaningful innovation that resonates with evolving consumer preferences and creates value for our retail and distributor partners,” says Tiffany Menyhart, chief customer officer at The Hershey Company.
New pockets of innovation
Hershey is leaning into sensory experiences in 2025, combining new technologies with bold flavour profiles to keep pace with consumers’ shifting tastes.
In its Jolly Rancher range, the company is debuting Chewy Poppers, Freeze Dried versions, and new Jolly Rancher Ropes - building on the brand’s flavour-forward identity. Meanwhile, Ice Breakers enters the novelty gum space with Flavour Shifters, which evolve from Wild Berry to Coolmint mid-chew, made possible by technological advancements that allow for more complex sensory experiences.
“Consumers are seeking innovation in flavours, textures, and overall experiences,” notes Menyhart.
Hershey’s candy portfolio has seen significant growth, with bold flavours and engaging marketing strategies driving consumer engagement. In November 2024, the company announced the acquisition of chewy candy brand Sour Strips, underscoring its commitment to impactful flavour profiles and building on the brand’s strong social media presence.
On the chocolate front, the company has launched Hershey’s Milk Chocolate with Caramel, designed to upgrade the classic S’mores occasion with a rich, gooey twist.
The company is also crossing category lines with Hershey’s Kisses Cinnamon Toast Crunch, a limited edition mash-up that blends white creme with cinnamon sugar and graham-flavoured cookie bits - a nod to cereal nostalgia and snackable texture.
Reese’s fans have a lot to look forward to this year, with several new launches spotlighting the brand’s versatility. These include:
- Reese’s Pieces Bark (with Minis and Peanuts)
- Reese’s PB&J Big Cups
- Peanut Butter Pie Miniatures
- Reese’s Jumbo Cup – a supersized offering equivalent to four standard cups
The latter, launching in June, retains the brand’s signature peanut butter-to-chocolate ratio while upsizing the format for maximum impact.
In the high-growth better-for-you segment, Hershey is expanding its Fulfil protein bar brand with new innovations that marry nutrition with indulgence.
The BIGGEST Bar (55g) boasts 20g of protein and just 2g of sugar, while Fulfil Bites deliver candy-style convenience in a protein-packed format. Fulfil is also introducing a Chocolate Peanut Butter bar made with real Reese’s Peanut Butter - signalling how the company’s core brands are supporting functional snacking strategies.
Another major addition: the ONE Hershey’s Double Chocolate bar, debuting in June. With 18g of protein and a cocoa-rich profile, it reflects Hershey’s investment in bridging better-for-you with indulgent flavour.
Strategy in the bag
Alongside its flavour innovation, Hershey – which commands a 47% market share in snack-size confections - is rethinking how its products reach consumers. At Sweets and Snacks, the company unveiled a revamped packaging strategy designed to improve visibility, accessibility and convenience on shelf.
Hershey plans to move more of its snack-size confections into stand-up bags and multipack formats, including new variety boxes that span multiple brands. Research shows the move is backed by consumer demand: VR testing revealed a 41% improvement in product findability versus traditional laydown bags and strong gains in both dollar and unit sales.
Coming in August is a new Bubble Yum Pouch: a 10.58 oz stand-up pack designed for easy sharing and portability—part of a broader push to make packaging part of the fun.
“Our research shows that shoppers seek convenience and variety in their snacking choices,” Menyhart adds. “That’s why we’re investing heavily in stand-up bags for snack-size chocolate and multipacks for our salty offerings.”
Hershey’s 2025 launch highlights
The confectioner is rolling out several major innovations across its confectionery and protein portfolios this year:
Reese’s Jumbo Cup
Launching June (limited time), this mega-sized iteration features four times the volume of a standard Reese’s cup—while preserving the signature chocolate-to-peanut butter ratio.
One Hershey’s Double Chocolate Protein Bar
Available June, this better-for-you bar offers 18g of protein in a 2.12 oz format, combining Hershey’s Cocoa, chocolate chips, and a rich chocolatey coating.
Shaq-A-Licious XL Gummies: Sneaker Shapes Edition
Launching August in partnership with Shaquille O’Neal, these gummies are shaped like his signature sneakers and come in Strawberry, Mango, and Lime. They’re double the size of standard gummies and available in 6.2 oz peg bags and 11.8 oz pouches.
Ice Breakers Fruity Mix
Coming October, this marks the first fruit-inspired line from the Ice Breakers brand, with flavours including Strawberry, Tangerine Citrus, and Watermelon.
