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Active nutrition brand ONE Brands, a subsidiary of The Hershey Company, has announced the nationwide launch of its new ONE x Reese's Peanut Butter Chocolate Flavoured Layered Protein Bar.

The product rollout, which commenced on 18 June 2026, represents a significant brand extension that introduces a multi-textured, layered format to the brand's established co-branded portfolio. The new bar is entering digital distribution immediately, with physical retail placements systematically scaling across national supermarkets, convenience stores, and mass-market channels.

The launch highlights an ongoing transition within the active nutrition and sports sectors, where brand operators leverage high-equity confectionery intellectual property to bridge the gap between traditional chocolate treats and functional, macro-conscious snacks.

Licensing Alliances in Functional Snacking

The strategic alliance between ONE Brands and the Reese's brand is integrated into Hershey's broader "ONE Hershey" commercial framework.

By consolidating its confection, salty snack, and functional nutrition divisions—which encompass legacy brands alongside newer acquisitions like ONE Brands and Fulfil—the multinational intends to meet evolving consumer eating habits across multiple shopping aisles.

According to internal company research, consumer scepticism surrounding the sensory appeal of protein bars remains a primary barrier to entry for casual wellness shoppers. By integrating the exact flavour profiles of established confectionery brands into low-sugar, protein-dense formats, manufacturers can lower the trial barrier and drive incremental transaction volumes for retail partners.

The introduction of a layered, multi-textured format represents an operational effort to enhance the sensory experience. While standard protein bars are historically uniform in structure, a layered design allows for contrasting physical densities, such as a soft nougat base, a creamy peanut butter filling, and a glossy chocolate coating.

Portfolio Specifications and Formulations

To meet the nutritional standards expected by health-conscious consumers who refuse to compromise on taste, the new bar is formulated with high protein density and minimal sugar content.

Each single-serve portion delivers 18 grams of complete protein and contains only 2 grams of sugar. The technical development of the bar required a precise balancing of ingredients to ensure the signature peanut butter and cocoa notes of a traditional Reese's cup remain stable throughout the product's shelf life.

The addition of the new layered variant expands ONE Brands’ co-branded portfolio, which combines Hershey's signature chocolate and confectionery ingredients with functional proteins:

🍫 Peanut Butter Chocolate Layered – The newly launched multi-layered bar featuring a chocolate coating and a creamy, Reese 's-inspired peanut butter centre, delivering 18g of protein and 2g of sugar.

🥜 Peanut Butter Lovers – A soft, chewy core-line bar studded with peanut butter chips and real Reese's ingredients, providing 18g of protein and 3g of sugar.

🍪 Cookies 'n' Crème – A chocolate-and-cream protein bar formulated with real bits of Hershey's Cookies 'n' Crème, delivering 18g of protein.

🍫 Double Chocolate – A rich, low-sugar double chocolate formulation designed to offer a dessert-style chocolate experience with high protein density.

Digital Commerce and Channel Expansion

According to Deanna Lyons, Brand Manager at ONE Brands, the product development was designed to prove that functional performance and premium confectionery flavour can coexist. She noted that translating the Reese's profile into a layered format addresses a distinct consumer request for more indulgent textures in the protein bar aisle.

To support the commercial launch, the new product is initially retailing online via Amazon, with physical grocery and convenience distribution scheduled to scale ahead of the peak autumn trading window.

The packaging utilises a bold dual-branded design, displaying the recognisable orange and yellow colours of the Reese's brand alongside the clean typography of the ONE Brands logo to ensure immediate standout on both physical shelves and digital storefronts.