Hershey Relaunches Take5 With Help From Millennials

HERSHEY, PA -- The chocolate giant says its Take5 brand has developed a cult-like following that's driven the bar's 10% growth over the past three years, with no marketing support.

Now, Hershey Co. is relaunching the salty-sweet bar -- which layers pretzels, caramel, peanut butter, peanuts and milk chocolate -- with some help from millennials. Hershey worked with marketing students and a panel of diverse millennials to spark the idea behind the new Take5 brand look and feel.

The updated wrapper, now hitting the market, includes a textured black background with a bold, green logo designed by millennials. Each of the five key ingredients is distinctly deconstructed on the wrapper.

Take5 brand manager Chris Kinnard said Hershey recognized that millennials are "flavor explorers" and adventurous when it comes to food. "They're looking for an experience, and the Take5 Bar's multiple flavors and textures allow them to have it all," Kinnard observed.

The new wrapper and identity is just the beginning of a campaign designed to connect loyalists and new fans through live engagements, social media and brand ambassadors.