Hershey rolls out Valentine’s Day, Easter treats

Hershey is starting 2021 with a host of new holiday-focused products that offer a twist on its classic offerings. Innovations include new products from such brands as Reese’s, Ice Breakers and the flagship Hershey’s chocolate brand. 

For Valentine’s Day, the company is adding some romance to its lineup with Hershey’s Kisses Meltaway Roses, as well as Hershey’s milk chocolate bear, Hershey’s Hugs & Kisses Heart Box, Reese’s Peanut Butter Rose and Reese’s Big Box O’Love. The meltaway roses feature a velvety cream that bursts out of each rose as it melts. 

"Whether you are a hopeless romantic or a last-minute Cupid, these new offerings are the perfect treat to make Valentine's Day extra special," said Erin Crawford, brand manager for holiday at Hershey. "Our team took our classics — Kisses, candies, Reese’s cups — and added new seasonal masterpieces that you’ll want to stock up on for the entire year.”

With Easter on the horizon, Hershey also is bringing spring-inspired products to shelves. New products include Reese’s Mallow-Top Peanut Butter Cups, a milk chocolate Pip Bunny, Hershey’s milk chocolate Build-A-Bunny and  Ice Breakers Strawberry Lemonade Duckling. 

"This Easter, our star is the Reese's Mallow-Top Peanut Butter Cup" said Michael Reese, Senior Brand Manager, Holiday. "We've reimagined the classic Reese's Cup by combining the top Easter flavors, milk chocolate, marshmallow and delicious Reese's peanut butter, all into one amazing cup.”

Hershey also is bringing back hits from past years, including Hershey’s Kisses Lava Cake, Kit Kat Raspberry Creme and Reese’s Peanut Butter hearts for Valentine’s Day. Returning Easter favorites include Cadbury Creme Eggs, Reese’s Pieces Shake N’ Break and Reese’s Peanut Butter Eggs. Kit Kat Lemon Crisp also is making a comeback.