Hershey’s Unveils Festive Holiday Lineup: Snickerdoodle Kisses, Reese’s Mini Trees, KIT KAT Peppermint Stick, And Grinch Bar
Hershey’s has launched a quartet of limited-edition holiday treats, reinforcing its position as a dominant force in the US chocolate confectionery market. The new offerings include Hershey’s Kisses Snickerdoodle Cookie Candy, featuring snickerdoodle-flavored white crème with crunchy cookie pieces wrapped in seasonal foils; Reese’s Mini Trees, bite-sized tree-shaped milk chocolate treats filled with peanut butter; KIT KAT Peppermint Stick, with crisp wafers coated in peppermint-flavored crème and red candy pieces; and Hershey’s Grinch Milk Chocolate Bar, a classic milk chocolate bar in three designs featuring characters from Dr. Seuss’s How the Grinch Stole Christmas!—the Grinch, Max the Dog, and Cindy-Lou Who.
These launches arrive as the holiday season intensifies demand for nostalgic, shareable confections. The Snickerdoodle Kisses blend familiarity with textural innovation, ideal for baking or candy dishes, while the Peppermint Stick KIT KAT taps into mint’s enduring winter appeal. Reese’s Mini Trees cater to poppable snacking and gifting, and the Grinch bar leverages licensed IP to evoke whimsical storytelling.
This release aligns with broader market activity, where Hershey’s maintains leadership through consistent innovation and seasonal promotion followed by Reese’s as the second-largest chocolate confectionery brand in the U.,S.. Rival brands like M&M’s, Lindt, and Ghirardelli hold notable shares—each around the mid to high single digits. Smaller players, including Ferrero, Snickers, Dove, Kinder, and artisanal names like Russell Stover and Crunch, occupy niches with low single digit shares each, and numerous craft producers claim smaller slices.
Market Positioning And Activity
Hershey’s: Leads with broad, mass-market appeal via iconic formats and licensed themes. Examples include the Grinch bar for family-oriented whimsy and Pokémon-foiled Kisses for collectible fun, alongside everyday innovations like Hershey’s Milk Chocolate with Caramel Bar.
Reese’s: Focuses on peanut butter-centric treats. Launches like Reese’s Mini Trees and Oreo Cups emphasize bite-sized indulgence; collaborations with Peanuts for Halloween pumpkins highlight nostalgic tie-ins.
M&M’s: Positions as playful, shareable candy with vibrant campaigns, innovations and collabs. The M&M’S Fun Club rewards program drives loyalty; seasonal blends (e.g., Halloween orange-black mixes) and POP’d Caramel freeze-dried bites introduce texture novelty, and M&M’s x Crocs collaboration steps into playful listefly
Lindt: Targets premium indulgence with Swiss heritage. Dubai Style Chocolate Bars, sold at major retailers like Walmart and Target, capitalize on viral trends.
Key Industry Trends And Themes
Seasonal and holiday-themed launches: Key moments like Christmas and Halloween remain central to the chocolate calendar, with brands releasing limited editions that drive urgency and gifting. Hershey’s Grinch bar and Reese’s Mini Trees capture festive spirit, while M&M’s Halloween blends and Ferrero’s 31 Days of Halloween Countdown Calendar build anticipation and celebration around these seasonal peaks.
Nostalgia and comfort flavors: Classic profiles reimagined for emotional connection. Hershey’s Snickerdoodle Kisses nod to cookies; Reese’s Red Velvet Cups and M&M’s Cookies & Creme evoke childhood treats; artisanal entries like Stone Grindz’s Pumpkin Spice Cold Brew Caramels amplify cozy vibes.
Licensed IP and collaborations: Pop culture integrations boost visibility. Hershey’s Pokémon Kisses and Harry Potter chocolates; Kinder Joy’s Quidditch toys with Funko; Tony’s Chocolonely x Kahlua Espresso MarTony glass tie into entertainment and lifestyle.
Wellness and functional twists: Lower-sugar or ethical options. Hu’s Dark Chocolate Bites in coconut and hazelnut; Feastables’ kosher range and Chocolate Milk with vitamins; Awake’s caffeinated bites target mindful snacking.
Experiential and retail expansion: Läderach’s new Mall of America and Bellevue Square boutiques; M&M’s Times Square sleepover prize via Fun Club foster retail immersion and experiential retail experiences.