Hershey’s unveils its Easter candy lineup, complete with pastel colored and bunny-shaped versions of its classic confections.
As part of its spring sweets setup, Hershey’s revamped its classic Reese’s Peanut Butter Cups to include a marshmallow creme top. The white and chocolate colored candies, called Reese’s Mallow-Tops are available in packs of two and whole bags. Additionally, the candy company remodeled its Hershey bars into the shape of the Easter Bunny, including an original variation that allows consumers to put the pieces of chocolate together to “build” their own bunny. The new candies—alongside returning classics like Reese’s Peanut Butter Eggs and KitKat Lemon Crisp—will hit store shelves after Valentine’s Day, giving consumers a chance to get their chocolate fix for both holidays. The sweet Easter lineup follows Hershey’s candy campaigns this past Halloween and Christmas. The holiday marketing initiatives could show that consumers are still leaning into classic traditions despite the Coronavirus pandemic halting typical celebrations.
While Hershey’s can tap into excitement with its Easter candies, the brand could also see a sales boost from an everyday rise in revenue, credited to growing consumer demand for chocolate and comfort foods during the pandemic. Releasing limited-edition confections could further boost sales, however, as consumers look to indulge in short time promotions. To build excitement around its sweet treats, Hershey’s could turn to Twitter and Instagram, where it currently entertains one of the largest, most engaged audiences of any food brand, according to a Gartner report. The candy company’s seasonal campaigns play a large part in its social media success, which it could preserve as more consumers spend time on social platforms while home during the pandemic. Tying its social media channels to its candy-coated website could also help Hershey’s build up its e-commerce presence and connect with consumers not looking to visit brick-and-mortar stores.
Consumers can get their chocolate fix soon thanks to Hershey’s early Easter release. The product lineup allows Herhsey’s boost its image as a holiday candy staple and potentially engage new consumers through its basket of fresh goodies.