How Reese’s lets digital energy drive innovation

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Ryan Riess, Reese’s senior manager, The Hershey Co.

Reese’s already was in a strong spot when the brand started to get “outrageous”.

“Reese’s is the largest confection brand by far,” boasts the Hershey Co., which owns the candy line. “It's 62% larger than the next brand, with more households purchasing Reese’s than any other confection brand across the US.

“Reese’s includes the No. 1-selling confection item – the iconic Reese’s Peanut Butter Cups King Size, and six of the top 20 chocolate/non-chocolate items in the channel.”

How does a powerful brand capture even more market share? It stays true to...

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