The Hershey Company Rolls Out an Egg-cellent Easter Collection Fans Will Love

Rhea-AI Summary

The Hershey Company (HSY) announced its 2026 Easter collection featuring a new Jolly Rancher Gummies Fruity Mix and expanded sizes/formats of Cadbury, Reese's, and Hershey's Kisses seasonal items.

New items include Jolly Rancher Gummies Fruity Mix in share and standard bags, Reese's Peanut Butter Mini Eggs Unwrapped in King Size pouches, Cadbury Mini Creme and Caramel Eggs in stand-up shareable pouches, and Hershey's Kisses Harry Potter Butterbeer Flavor in a shareable bag. Products are available at retailer pricing and more info is on the company website.

Key Figures

Hershey Sweets assortment size: 85-piece Hershey Sweets assortment size: 135-piece

2 metrics

Hershey Sweets assortment size 85-piece Hershey Sweets Assortments bag size mentioned for Easter portfolio

Hershey Sweets assortment size 135-piece Larger Hershey Sweets Assortments bag size mentioned for Easter portfolio

Market Reality Check

Price: $201.47 Vol: Volume 1,666,816 is sligh...

normal vol

$201.47 Last Close

Volume Volume 1,666,816 is slightly below the 20-day average of 1,859,501, suggesting no unusual trading interest ahead of this Easter launch. normal

Technical Price at $198.01 is trading above the 200-day MA $178.74 and sits 1.91% below the 52-week high of $201.86.

Peers on Argus

HSY gained 1.67% while peers were mixed: MDLZ -0.24%, SYY -1.5%, ABEV +0.71%, FM...

HSY gained 1.67% while peers were mixed: MDLZ -0.24%, SYY -1.5%, ABEV +0.71%, FMX +0.03%, KDP +0.18%. The move appears company-specific rather than a broad confectionery sector rotation.

Common Catalyst Peer headlines today include brand and marketing activity (e.g., MDLZ’s RITZ Big Game campaign, SYY’s CAGNY conference appearance), consistent with consumer and food names pushing event-driven promotions.

Historical Context

5 past events · Latest: Jan 29 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Jan 29	Product launch	Positive	-0.8%	Launch of Jolly Rancher Heat Wave Gummies and limited VeeFriends box.
Jan 21	Marketing campaign	Positive	-1.4%	Team USA Olympic campaign with limited-edition Hershey’s chocolate medals.
Jan 07	Product launch	Positive	+0.4%	Nationwide rollout of Shaq-A-Licious SLAMS hoops-inspired gummy candy.
Jan 07	Earnings call notice	Neutral	+0.4%	Announcement of date and webcast for Q4 2025 results call.
Dec 01	Limited-edition product	Positive	-1.6%	Limited Dubai-inspired chocolate bar drop with 10,000 bars at $8.99.

Pattern Detected

Recent brand and product news for HSY often saw muted or negative next-day price reactions, with several promotional launches coinciding with modest declines despite positive branding tone.

Recent Company History

Over the past months, HSY has focused on branded innovation and marketing campaigns. Launches such as Shaq-A-Licious SLAMS and a Dubai‑inspired chocolate bar, along with initiatives tied to the Milano Cortina 2026 Games and new Jolly Rancher gummies, underscore a steady stream of product and promotional news. Price reactions have been mixed, with some launches followed by small gains and others by modest declines. Today’s Easter collection fits this pattern of seasonal, brand-building announcements rather than a transformational shift.

Market Pulse Summary

This announcement highlights Hershey’s strategy of using Easter to showcase line extensions, includi...

Analysis

This announcement highlights Hershey’s strategy of using Easter to showcase line extensions, including Jolly Rancher Gummies Fruity Mix, expanded Reese’s and Cadbury formats, and new assortments featuring partners like AirHeads. The news builds on a steady cadence of product and campaign launches over recent months. Investors may watch how these seasonal offerings contribute to sales updates on the February 5, 2026 earnings call and how consumer response compares with prior holiday promotions.

AI-generated analysis. Not financial advice.

New Jolly Rancher Gummies Fruity Mix and an expanded size selection of leading category favorites from Cadbury and Reese's sweeten the season

HERSHEY, Pa., Feb. 3, 2026 /PRNewswire/ -- The Hershey Company is hopping into Easter with an exciting new offering, Jolly Rancher Gummies Fruity Mix plus an expanded mix of returning fan-favorites, including Hershey's Kisses Harry Potter Butterbeer Flavor, Cadbury Mini Creme Egg, Cadbury Mini Caramel Egg, and Reese's Peanut Butter Mini Eggs Unwrapped.

With top-ranked consumer favorites like Reese's and Cadbury, Hershey is signaling the start of the Easter season as the multi-year category leader¹.

Easter is a time for sweet traditions, but also for discovering something unexpected," said Kyle Webster, Sr. Associate Brand Manager at The Hershey Company. "From classic chocolates like Reese's Eggs and Cadbury Mini Eggs to new fruity flavors like Jolly Rancher Gummies Fruity Mix, Hershey is bringing both familiar favorites and playful surprises to baskets this year."

What's new from Hershey this season?

NEW Jolly Rancher Gummies Fruit Mix

• What it is: A cheerful assortment made for sharing and snacking. Available in a standard bag and a share-size stand-up pouch, this festive mix features five shapes - egg, chick, bunny, butterfly, and flower. Juicy peach and pineapple bring a bright, sunny flavor, perfectly paired with classic favorites like grape, blue raspberry, and watermelon for a sweet, springtime treat in every bite
• Why it matters: As a top franchise in Easter sweets, Jolly Rancher continues to capture attention with candy-lovers. This season, Hershey is giving them more of want they want with a colorful mix of bold, fruity flavors to brighten baskets, egg hunts and all springtime celebrations.

What else can fans find in store this season?

Reese's Peanut Butter Mini Eggs Unwrapped in NEW King Size

• What it is: Unwrapped, poppable, bite-sized eggs from the No. 1 brand of the Easter season. Available in stand-up pouches and now King Sized pouches.
• Why it matters: The mini shape obsession continues for Reese's, offering fans a variety of ways to enjoy and a new King Size offering.

Cadbury Mini Creme Egg and Mini Caramel Egg in NEW Stand-Up Shareable Pouch

• What it is: Foil-wrapped, bite-sized Cadbury Mini Creme Eggs and Mini Caramel Eggs, now available in stand-up pouches.
• Why it matters: As a leading brand in the category, Cadbury has become synonymous with Easter and continues to bring more joy, more delights, and more flavorful fillings to this season's celebrations.

Hershey's Kisses Harry Potter Butterbeer Flavor in NEW Stand-Up Shareable Pouch

• What it is: This spellbinding treat blends the beloved Butterbeer flavor with the #1 most loved and recognized franchise.
• Why it matters: Fans loved the magical taste so much we're now offering it in a new stand-up shareable bag.

On the hunt for the perfect Easter assortment?

An assortment of chocolates, fruity candies, and seasonal shapes are essential for basket building, egg hunts, and family celebrations. The Hershey Company's Easter assortments bring together variety, convenience and crowd-pleasing favorites in one bag, including:

• Reese's Seasonal Shapes Assortment: As the leading brand in the Easter category, Reese's knows fans take their Reese's products and their shapes seriously. That's why we created an assortment bag with individually wrapped Reese's Peanut Butter Egg and Carrot shapes plus one of our top innovations, Reese's Caramel Cup.
• Reese's & KIT KAT® Seasonal Shapes Assortment: A powerhouse pairing of two iconic brands, featuring Reese's egg shapes alongside KIT KAT® Bunnies, the No. 1 Easter innovation of 2025.
• Hershey Sweets Assortments (85- and 135-piece): Hershey continues to build a robust non-chocolate assortment portfolio with the addition of AirHeads into the mix this season. Perfect for families with a fruity sweet tooth; these two new assortments introduce our partnership with Perfetti Van Melle to the loved Hershey portfolio, combining Airheads, Twizzlers, and Jolly Rancher products that will surely pack a fruity punch at this year's Easter festivities.

Availability

For more information on our products, please visit https://www.hersheyland.com/easter

Pricing is at the sole discretion of the retailer.

About The Hershey Company
The Hershey Company is an industry leading snacks company known for making more moments of goodness through its iconic brands, remarkable people and enduring commitment to doing the right thing for its people, planet, and communities. Hershey has more than 20,000 employees in the U.S. and worldwide who work daily to deliver delicious, high-quality products. The company has more than 90 brand names in approximately 80 countries that drive more than $11.2 billion in annual revenues, including Hershey's, Reese's, Kisses, KIT KAT®, Jolly Rancher, Twizzlers, and Ice Breakers, and salty snacks including SkinnyPop, Pirate's Booty and Dot's Homestyle Pretzels.

For over 130 years, Hershey has been committed to operating fairly, ethically and sustainably. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through equitable access to education.

To learn more visit www.thehersheycompany.com.

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¹ Source: IRI Circana, Easter Flag 2025, Easter Segmentation 201

 

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SOURCE The Hershey Company

FAQ

What is the new Jolly Rancher product Hershey (HSY) launched for Easter 2026?

The new product is Jolly Rancher Gummies Fruity Mix, a five-shape fruity assortment sold in standard and share-size pouches. According to the company, it features flavors like peach, pineapple, grape, blue raspberry, and watermelon aimed at basket-filling and snacking occasions.

How has Hershey (HSY) expanded Reese's Easter offerings for 2026?

Hershey introduced Reese's Peanut Butter Mini Eggs Unwrapped in King Size pouches, adding a larger format for mini eggs. According to the company, these remain poppable, bite-sized treats and are now offered in stand-up and King Size pouches for sharing.

What Cadbury Easter formats did Hershey (HSY) add for the 2026 season?

Cadbury Mini Creme Egg and Mini Caramel Egg are now available in stand-up shareable pouches. According to the company, the foil-wrapped bite-sized eggs aim to enhance convenience and sharing for Easter celebrations.

Is Hershey offering any themed Hershey's Kisses for Easter 2026 and in what format?

Yes, Hershey launched Hershey's Kisses Harry Potter Butterbeer Flavor in a new stand-up shareable pouch. According to the company, the flavor pairs Butterbeer with the popular franchise and is now offered in a shareable bag.

Where can consumers find Hershey's (HSY) 2026 Easter products and pricing details?

Hershey's Easter assortment is available through retail partners with pricing set by retailers; detailed product information is on the company website. According to the company, availability varies by store and pricing is at each retailer's discretion.