Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Reese's rolls out new look

In March, Hershey Foods reintroduced its Reese’s Peanut Butter Cups and Reese’s Pieces candies in its first new trade dress in more than 30 years.

Pw 14722 Pieces After

The changes encompass virtually all stockkeeping units of the two brands, including single servings, king-size and value packs, as well as packaging for club stores, concessions, and fundraising.

"We would never change the Reese’s orange background, because that’s key and most everybody associates the color with Reese’s," says Judy Hogarth, a spokesperson for the Hershey, PA, candy giant. "But this is a fresh, new, updated look. We did consumer focus group testing and consumers reacted positively to the distinctive design and more contemporary appearance."

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
Download
Annual Outlook Report: Automation & Robotics