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It’s the second time Hershey’s has relaunched the candy in the past three years. The new Reese’s Take5 bars will be sold nationwide beginning mid-summer in three sizes. “With the power of the Reese’s brand and the tastes and textures of Take5, we can wake a sleeping giant whose time has come in the category,” Wilder said. The company said that fans “nearly always” preferred the bar in the new packaging, even though they were exactly the same. It had fans try a candy bar with the old and new packaging. (HSY) conducted a test to see if people liked the candy bar more when the Reese’s name was on it. “We believe marrying Take5’s small but loyal followers with an iconic brand name people know and love, Reese’s, could help the product breakthrough,” Wilder said. He noted that 62% of US households bought a Reese’s in 2018. Jack Wilder, Reese’s senior brand manager, told CNN Business that the company rebranded the candy bar because Hershey’s wanted to attract new customers beyond its small base.
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