Hershey is set to launch its first-ever vegan chocolate products nationally, with Reese’s Plant Based Peanut Butter Cups hitting stores this month, followed by Hershey’s Plant Based Extra Creamy with Almonds and Sea Salt in April.
The new vegan treats are made using oats instead of milk and will be sold under the “Plant Based” label. Hershey has previously tested oat-based chocolate bars called Oat Made in select markets in 2021. The move towards plant-based options is in response to consumer demand for healthier and more ingredient-reduced products, including vegan options, particularly among younger consumers.
While Nestle and Cadbury have already released vegan products in Europe and the UK, U.S. options have generally been limited to premium and organic brands. Hershey is hoping to tap into a growing market by making its most popular products available in plant-based versions. However, the new products will come at a premium price, with a 1.4-ounce package of two plant-based Reese’s Cups costing about USD1 more than the regular version, and the same number of calories.