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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."

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