Hershey launches new Easter product line

Jan 23, 2025
2 min read

The Hershey Company has unveiled its latest Easter product line-up, introducing several new offerings aimed at enhancing seasonal sales for food and beverage manufacturers.

This year's innovations include Reese's Peanut Butter Cups with Spring Sprinkles, Kit Kat Bunnies and Twizzlers Bunnies, alongside established favourites from Jolly Rancher and Cadbury.

With Easter approaching, Hershey aims to capture consumer interest by refreshing its iconic products with seasonal themes.

Keely Johnson, senior associate manager for Easter Season at Hershey, noted the importance of evolving product offerings to meet consumer expectations. "From egg hunts to filling baskets or just a sweet treat for yourself, Hershey has been a long-cherished part of Easter celebrations," she said. "This Easter, we've put a fresh spin on our iconic offerings, incorporating a seasonal twist that highlights the beloved traditions and flavours of the season."

New product highlights include:

Kit Kat Bunnies: These limited-time offerings feature the classic Kit Kat crunch, reimagined in a bunny shape, combining crispy wafers with smooth milk chocolate.

Reese's Peanut Butter Cups with Spring Sprinkles: This product adds a seasonal twist to the chocolate and peanut butter combination, featuring colourful sprinkles shaped like bunnies, chicks and eggs.

Reese's Peanut Butter Carrots: Shaped like carrots, these treats offer the same popular chocolate and peanut butter ratio in a unique format.

Twizzlers Bunnies: These cherry-flavoured, bunny-shaped treats are designed to appeal to both children and adults during the Easter season.

In addition to new products, Hershey is also bringing back seasonal favourites, including Cadbury Royal Dark Eggs and assorted bags featuring Jolly Rancher Gummies. These returning items are expected to resonate with consumers familiar with the brand's traditional offerings.

Hershey's strategy reflects a broader trend in the food and beverage industry, where seasonal products are increasingly important for driving sales during key holidays. By refreshing its product line-up, Hershey aims to attract both loyal customers and new consumers looking for festive treats.

The full range of Easter products will be available starting January 2025 at retailers nationwide, with pricing determined at the discretion of individual retailers.

#TheHersheyCompany #seasonallaunches #confectionery #sweets #chocolate #US #Easter #KitKat #Reeses #Twizzlers

Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Subscribe now >

Nov - Food Bev - Website Banner - TIJ vs TTO 300x250.gif

Leah Smith

8 May 2026

New products

Ella’s Kitchen launches new children's snack range

Ella’s Kitchen is expanding beyond the baby food aisle with the launch of Ella’s Kitchen Kids, a new product line aimed at children aged 18 months and older.

The launch marks a significant strategic move for the brand as it looks to extend its presence beyond the weaning category and capture growing demand for healthier snack options for toddlers and young children.

Positioned as a “better-for-you” alternative to traditional children’s snacks, the new range combines bold flavours, playful branding and convenient formats with the nutritional standards parents associate with the Ella’s Kitchen brand.

The company said the range was developed in response to changing family eating habits and the lack of minimally processed snack options for older toddlers outside the baby aisle.

Initial products include Ella’s Kitchen Kids Crunchy Stix in Cheese + Onion, Tomato + Basil and Pesto varieties, alongside Ella’s Kitchen Kids Wild Crackers available in Tomato + Oregano, Pea + Basil and Carrot + Rosemary flavours.

Designed for lunchboxes, picnics and snacking occasions, the products are formulated with reduced salt levels and classified as non-HFSS options. According to the company, the Crunchy Stix contain less than 0.04g of salt per pack, while the Crackers contain less than 0.05g per serving.

Emma Wood, Senior Brand Manager at Ella’s Kitchen, said: “Ella’s Kitchen Kids is about recognising that the journey doesn’t stop at baby food. As little ones grow, their tastes, independence and routines all change – but parents still want options they can feel good about.”

The launch also signals Ella’s Kitchen’s wider ambitions within the children’s snacking market, with additional products and categories expected later this year.

Wood added that the company aims to help “raise the standards of the kids’ food category” by balancing taste, convenience and nutrition.