- Hershey is rebranding its Take5 bar with the name one of its five candy layers: Reese’s peanut butter. The renamed Reese's Take5 bars will hit shelves in midsummer.
- Although the composition of the candy bar itself will not change, the new wrapper will highlight the fact that the key ingredient of America’s second most popular candy brand is among Take5's layers.
- Hershey said during taste tests, consumers “lost their minds” over the bar when it was presented in the updated wrapper compared to when it was in the old black and green wrapper.
Although they say it’s what’s on the inside that counts, perhaps that’s not always the truth. Looking at Hershey’s update to its Take5 bar shows sometimes consumers need a little help knowing where the good stuff is.
In the spirit of label transparency, the new Take5 design highlights Reese's peanut butter, key to the peanut butter cups that consumer studies indicate are the nation's second most popular candy. And even though Take5 is Hershey CEO Michele Buck's personal favorite, CNN Business said only 3% of U.S. households purchased one last year. Reese's Senior Brand Manager Jack Wilder told the news outlet 62% of US households bought a Reese's Peanut Butter Cup in 2018, so highlighting the popular brand name could help Take5 reach its breakthrough moment.
This is the second time in three years that Hershey has updated the candy bar’s wrapper. In 2016 the brand worked with millennial marketing students to redesign the Take5 wrapper to a black and green background with the five ingredients displayed on the front.
Breaking into the mainstream has been difficult for this candy bar, which the company touted as "the greatest candy bar you've never heard of" as part of its unsuccessful 2016 campaign to thrust it into the limelight. In part, that is due to the gradual migration to e-commerce shopping. As consumers move toward online shopping, big food companies have struggled to shift to ecommerce platforms. A quarter of shoppers have cut back on candy and snack purchases since they are able to skip checkout lines, according to NOSH.
Take5 isn’t the only Hershey candy to see an update, as the Pennsylvania company searches for ways to convince customers to buy more sweets, as well as boost its portfolio with new products based on classics consumers love. The Reese's brand has been diversifying as well, adding new variations of its classic products. These include Peanut Butter Appreciation bars with words of encouragement; Reese's Thins, which come in milk and dark chocolate and are 40% thinner than the traditional cups; Reese's Chocolate and Peanut Butter Lover's Cups, with more peanut butter or more chocolate; and Reese’s Pieces Peanut Butter Cups.
Other Hershey candies have seen updates too. Last month, Hershey changed the design of its iconic chocolate bar by putting emojis on individual squares, hoping to spark conversation and prompt consumers to purchase multiple bars to get all the emojis. The limited-edition change features 25 emojis, only 12 of which will be on any bar.
Perhaps Hershey is also seeing the effects that premium packaging can have on sales and is working to replicate it with the Take5 bar. After all the Take5 just topped the Los Angeles Times' candy bar power rankings and was heralded as the answer to “crack the candy bar code” — but had one of the worst wrappers.
Packaging matters. Ferrero's "Nutella Unica" campaign — or "Unique Nutella" in Italian — was a big hit for the company in 2017 by introducing a limited-edition run of 7 million Nutella jars in that country. Consumers went wild for the unique collection, and they sold out within a month. Coca-Cola too has had a lot of success with its "Share a Coke" campaign, which began in 2014 and is still going on. In the first year of the campaign, the company posted more than 19% sales growth for 20-ounce bottles, which was the largest year-over-year jump it had seen for that size.
If Hershey gets it right this time and pairs this new packaging with a sleek marketing campaign, there is a chance that Take5 could take off.