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The Hershey Company has announced its seasonal portfolio for Easter 2026, signalling the start of the critical spring confectionery season. As the self-reported "multi-year category leader," Hershey is executing a dual strategy: introducing new non-chocolate innovation under the Jolly Rancher masterbrand while expanding pack formats for its core chocolate franchises to drive sharing occasions.

Jolly Rancher Gummies Fruity Mix

Headlining the seasonal innovation is the Jolly Rancher Gummies Fruity Mix. Capitalising on the continued growth of the non-chocolate/gummy segment, this new SKU introduces seasonal shapes (egg, chick, bunny, butterfly, and flower) to the portfolio.

The flavour profile introduces "juicy peach" and "pineapple" alongside established favourites like grape, blue raspberry, and watermelon. The product will be available in standard bags and share-size stand-up pouches, designed to stand out in seasonal aisles and baskets.

Kyle Webster, Sr. Associate Brand Manager at The Hershey Company, commented:

Format Expansion for Core Franchises

Hershey is also optimising its best-selling chocolate SKUs with new packaging formats aimed at "poppability" and sharing:

• Reese's Peanut Butter Mini Eggs Unwrapped: Now available in King Size pouches, targeting the immediate consumption and convenience store channels.

• Cadbury Mini Creme & Caramel Eggs: The foil-wrapped bites are shifting into Stand-Up Shareable Pouches, improving shelf presence and distinctiveness.

• Hershey's Kisses Harry Potter™ Butterbeer™ Flavour: Following a successful launch, this licensed product moves into a Stand-Up Shareable Bag to capitalise on the franchise's enduring popularity.

Strategic Assortments and Partnerships

In a notable move for category management, Hershey is expanding its "Sweets Assortments" (85- and 135-piece bags) through a partnership with Perfetti Van Melle.

For the first time, AirHeads will be included in Hershey mixed bags alongside Twizzlers and Jolly Rancher products. This cross-manufacturer collaboration is designed to create a "robust non-chocolate assortment portfolio" that serves as a one-stop solution for families building Easter baskets.

Additionally, the Reese's & KIT KAT® Seasonal Shapes Assortment returns, featuring the KIT KAT® Bunny, which the company cites as the "No. 1 Easter innovation of 2025."