Reese’s heir vs. chocolate skimpflation
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In this episode of Planet Money, Brad Reese, the 70-year-old grandson of H.B. Reese, inventor of the Reese's peanut butter cup, launches a passionate campaign against Hershey's for what he calls 'skimpflation'—the degradation of product quality by replacing real milk chocolate and peanut butter with cheaper alternatives like chocolate compound and peanut butter cream. After tasting a new line of unwrapped Reese's mini hearts and finding them unrecognizable and inedible, Brad investigates and discovers that many Reese's products now avoid labeling ingredients as 'milk chocolate' or 'peanut butter' due to legal restrictions. He publicly calls out Hershey's on LinkedIn, sparking a national conversation about ingredient transparency and brand integrity. Planet Money investigates, confirming that while classic Reese's cups still use real ingredients, newer products like mini eggs and sticks use substitutes to cut costs amid soaring cocoa prices driven by climate disruptions in West Africa and tariffs. Despite Hershey's claims of innovation, the episode reveals a broader trend of companies skimping on quality to manage inflation. The story takes a dramatic turn when Hershey's announces it will revert to using classic milk and dark chocolate in all products by 2027—though the company claims the decision was made before Brad's campaign. Still, Brad hopes his 'skimp-shaming' efforts will empower consumers to demand better. The episode ends with Brad looking forward to returning to his karaoke life, now freed from the burden of chocolate activism.
Hershey's has replaced real milk chocolate and peanut butter with cheaper 'chocolate compound' and 'peanut butter cream' in some Reese's products, avoiding legal labels due to ingredient thresholds.
Skimpflation—reducing product quality instead of raising prices—is a growing trend driven by inflation, supply chain issues, and ingredient cost spikes, especially in cocoa.
The global cocoa supply chain was severely disrupted by droughts, extreme weather, and tariffs, pushing cocoa butter prices to record highs in 2024.
Hershey's claims the ingredient changes were for innovation and new product shapes, but critics argue it's a cost-cutting move that undermines brand trust.
Brad Reese's public campaign, though not the direct cause, has amplified consumer awareness about ingredient transparency and may have pressured Hershey's to reverse course.
…and 3 more takeaways available in PodZeus
The Grandson’s Chocolate Crisis
“It was not recognizable. It was just nasty. It was, it was, it was not edible.”
The Skimpflation Revelation
“If there's vegetable oil in there... That's the weak stuff. We don't want that. No. That's not chocolate. That's what we're saying.”
The Global Cocoa Crisis
The episode dives into the root cause of ingredient skimping: a global cocoa supply crisis. Droughts, extreme weather, and tariffs in West Africa caused cocoa prices to skyrocket to $25,000 per ton in 2024, forcing chocolate makers to reformulate products.
Hershey’s Defense: Innovation, Not Skimping
Hershey's defends the ingredient changes as necessary for new product shapes and consumer preferences. They claim the use of 'cream' and 'compound' is about form and function, not cost-cutting, and that they still use fresh ground peanuts.
The Brand Strategy: Tiered Products
Judy Gaines explains that Hershey's may be using different formulas to target different market segments—luxury (classic cups), mid-market (sticks), and discount (mini eggs)—creating a tiered product strategy that justifies quality differences.
“If there's vegetable oil in there... That's the weak stuff. We don't want that. No. That's not chocolate. That's what we're saying.”
“It's like somebody took a dagger and stabbed it in my heart.”
“It was not recognizable. It was just nasty. It was, it was, it was not edible.”
Hosts
Guests
Brad Reese
person
Hershey Company
organization
Reese's Peanut Butter Cup
product
H.B. Reese
person
Judy Gaines
person
Chocolate Compound
product
Peanut Butter Cream
product
FDA
organization
Ivory Coast
place
Ghana
place
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