Reese’s Brand Takes Over Take5

Posted On: 6/21/2019

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Take5 taste test proved the addition of the Reese's name wins consumers’ votes.
HERSHEY, PA -- The secret is out: Reese’s peanut butter has always been in Take5 bars since its launch in 2004. Now Hershey’s is leveraging its iconic brand power and changing the popular bar’s name to Reese’s Take5.

The Take5 bar’s combination of five layers -- Reese’s peanut butter, chocolate, caramel, peanuts and pretzels remains the same, with nothing changing but the brand on the package.

Reese’s Take5 bars will be available nationwide beginning mid-summer in both 1.5oz. regular (SRP 99¢) and 2.25-oz. king size (SRP $1.69) as well as an 11.25-oz. snack-size bag (SRP $4.29).

“It’s time the world learns why they’ve always loved Take5 bars so much,” said Reese’s senior brand manager Jack Wilder. “But more importantly, it’s time that the Take5 bar goes to its rightful owner, Reese’s.”

According to officials, the Reese’s team asked fans to compare a black label Take5 bar and a Reese’s Take5 bar, then share what they really thought. The results were exactly what the Reese’s team thought would happen.

As fans tried both versions, according to Hershey’s announcement, they reportedly raved about how amazing the Reese’s Take5 bar is, specifying its peanut butter taste and how irresistible they found the five layered ingredients. Friends battled over which version they preferred, but nearly always swore by the Reese’s version only to learn both bars are exactly the same.

“The only thing that changed is the name -- from Take5 to Reese’s Take5 bars,” Hershey’s proclaimed. “The Take5 taste test proved what’s always been known -- the Reese’s name makes everything better. Therefore, it’s time to (re)introduce you to the Reese’s Take5 five-layered candy bar!”