Hershey is embracing the protein trend with a new snack bar under the US-based confectionery giant’s Reese’s brand.
The lengthy-named One x Reese’s Peanut Butter Chocolate Flavoured Layered Protein Bar adheres to the traditional chocolate and peanut butter recipe but with 18 grams of protein.
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With two grams of sugar, Hershey claims the new bars “support everyday routines, whether it’s a quick breakfast, afternoon reset or post-workout pick-me-up”.
The company said the new line is now available online at Amazon.
“Consumers have long been sceptical that protein bars can fully deliver on taste,” Deanna Lyons, the One brand manager, said in a statement.
“By bringing Reese’s-inspired decadence into a layered format, we’re proving elevated flavour and functional performance can coexist with our One Bar that Hits Like Reese’s.”
Hershey snapped up US high-protein snacks business One Brands for $397m seven years ago.
The same year, the group invested in Irish protein bar business Fulfil Nutrition. Ferrero acquired Fulfil in 2022, although the deal did not include Fulfil’s business in North America.
Hershey became a shareholder in a new venture centred on Fulfil in North America before moving to sole ownership last year.
