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Hershey’s had actually a problem: It to be making a critically acclaimed candy bar that barely anyone was buying. Something had actually to change. It to be time come act.

The Take5 bar, make of chocolate, caramel, peanuts, pretzels and also peanut butter, is usually a candy-lover’s dream. It simply topped the Los Angeles Times’ liquid bar strength rankings. Yet only 3% the US family members purchased a Take5 bar last year.

Hershey decided that the concern was the green and black label. That didn’t stand out, and the brand no resonate v people. Hershey chose to elevate among Take5’s five flavors: Reese’s peanut butter.

Hershey will include Reese’s come Take5’s name and logo top top its wrappers to remind people about its many iconic ingredient.

The candy bar has actually been sold due to the fact that 2004. The new wrappers will feature Reese’s eye-catching orange v a brand-new “Reese’s Take5” logo. The ingredients no changing.

The new Take5 packaging.
The Hershey agency / vxcialistoufjg.com
The old Take5 packaging.
The Hershey firm / vxcialistoufjg.com

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Jack Wilder, Reese’s an elderly brand manager, said vxcialistoufjg.com service that the firm rebranded the candy bar due to the fact that Hershey’s wanted to attract brand-new customers past its little base. He listed that 62% of US families bought a Reese’s in 2018.

“We think marrying Take5’s small but loyal followers with an iconic brand name civilization know and also love, Reese’s, could help the product breakthrough,” Wilder said.

Hershey (HSY) performed a check to view if world liked the liquid bar more when the Reese’s name was ~ above it. It had fans shot a liquid bar with the old and new packaging. The company said that fans “nearly always” preferred the bar in the new packaging, even though they were specifically the same.

“With the strength of the Reese’s brand and also the tastes and also textures the Take5, we deserve to wake a sleeping giant whose time has come in the category,” Wilder said.

The brand-new Reese’s Take5 bars will be offered nationwide start mid-summer in 3 sizes.

that the second time Hershey’s has actually relaunched the liquid in the previous three years.

In 2016, Hershey’s tapped Millennials to redesign the wrapper since they “covet authenticity and also co-creation.” They came up v a black-and-green architecture with the five ingredients displayed. Hershey’s said at the moment that the packaging has the “taste-appeal and transparency this team of consumers seeks out in the liquid aisle.”

The pivot indigenous Millennials to making use of the Reese’s name, a 91-year-old brand, comes at a time once sugar is falling out of favor through consumers.

Hershey stated last year the was increasing prices and going healthy to drive growth. The firm has also introduced new products, like Hershey’s Gold, a “caramelized creme” bar v pretzels and peanuts baked inside, and also Reese’s Outrageous, a peanut butter chocolate bar through Reese’s liquid inside.

last month, Hershey’s changed the style of that flagship chocolate bar and added emojis. The redesign is only accessible in limited qualities in an effort to develop buzz for the 125 year-old cacao bar.