September 15, 2026
People often ask why a beloved recipe would ever be different from the treat they remember. It’s a fair question. Food is personal, and familiar tastes are connected to nostalgia, traditions, celebrations and everyday moments. That’s exactly why our starting point is always the consumer and what they look for in their snacks.
At Hershey, we are consumer obsessed. That means listening closely to what people want, applying science rigorously and asking how we can deliver an even better experience while staying true to what a brand means to the people who love it. Every ingredient must earn its place, delivering an important attribute to the final product, and every enhancement must protect what people value most: the taste, texture, shape, quality and experience.
We’re always listening to consumers, even for the smallest changes
After more than two decades in food science, I’m still fascinated by how the smallest changes can make a meaningful difference in delivering evolving consumer interests while staying true to beloved taste. These small changes happen for many reasons: Consumer preferences shift. New forms, flavors and technology create new possibilities. Sourcing conditions and manufacturing capabilities improve.
Sometimes the goal is a new experience entirely like a richer taste or creamier texture. Other times, it’s bringing more of our snacking lineup closer to a recipe consumers already know and love.
Being consumer obsessed doesn’t mean enhancing a recipe for the sake of it. It means continually asking whether a recipe can better meet the moment while remaining true to the brand. That’s why we review our portfolio regularly — and why some recipes evolve while others stand the test of time.
What never changes in a Hershey recipe
Even as we enhance a recipe, our principles remain steadfast. Food safety is always our top priority. Every ingredient must meet rigorous quality and regulatory standards, serve a clear purpose (like flavor, texture, freshness, shape or consistency) and support the experience generations of consumers love.
And some recipes are enduring for a reason. The classic Hershey’s chocolate bar and the iconic Reese’s Peanut Butter Cup remain anchored in familiarity and nostalgia. From roasting raw peanuts for Reese’s to using fresh milk from nearby farms for our classic Hershey’s chocolate bars, we make sure every ingredient we choose lives up to consumer tastes and preferences.
How we decide
Every enhancement starts with a simple question: does the current recipe meet the needs and expectations of the consumer? If there’s room to improve, we take it. Our scientists and product teams examine how to bring the improvement to consumers. Each ingredient decision is thoughtfully considered for its role in flavor, texture, freshness, shape and consistency, alongside quality, food-safety, regulatory and responsible-sourcing requirements. In short: each ingredient earns its place.
Then we go right back to the consumer (again!). Consumer insights, taste testing and analytics help us understand how people like the potential enhancement. Trained tasters and everyday snack lovers help confirm that the new treat delivers the intended experience. Before an updated product reaches shelves, it must live up to what people already know and love.
That work takes time — often months or years, through iterative formulation, sensory testing, ingredient sourcing, manufacturing planning and packaging updates. Moving carefully isn’t a delay in science. It’s what centering on the consumer truly means.
How Hershey Evaluates Recipe Enhancements
- Listen to consumers
- Identify opportunities to improve the experience while staying true to the brand
- Evaluate science, processing and ingredient options
- Quality and feasibility testing
- Test for taste, texture, color and format with internal experts
- Validate through consumer and sensory testing
- Scale through sourcing, manufacturing, packaging and distribution
- Launch only when the product delivers the intended experience
Enhancement with purpose
The best food science balances curiosity with discipline: curious enough to improve, disciplined enough to preserve what already works. That balance guides every decision we make — listen to consumers, follow the evidence, test with care and make sure every ingredient earns its place.
Our recipes may evolve. Our promise doesn’t: to make the snacks and treats people love, with care in every bite.
Ricardo Reyes is the Chief Science Officer at The Hershey Company, where he leads the teams responsible for food science, research and development, innovation, sensory, quality and ingredient strategy. He has spent more than 20 years bringing new products to market. His role is to ensure that Hershey brands continue to deliver the taste, texture and quality consumers expect through new formats and flavors to meet snacking occasions and evolving consumer preferences. Ricardo brings 20+ years of R&D and innovation leadership across some of the most recognized names in consumer-packaged goods. His expertise sits at the intersection of science, product quality and commercial growth.