Hershey is rebranding existing travel retail-exclusive products and introducing a refreshed portfolio architecture.

The Hershey Company has unveiled a new identity for its travel retail-exclusive portfolio, introducing new products, formats and packaging as it looks to strengthen its position in gifting and premium confectionery.

Hershey’s Kisses and Nuggets are the first lines to debut the refreshed identity, launching at key Asian airports including Singapore Changi, Kuala Lumpur and Bangkok Suvarnabhumi from September. Reese’s will follow with a global rollout in January 2027.

The company said the transformation is designed to increase its relevance among millennial and Gen Z travellers and respond to demand for limited-edition and channel-exclusive products.

Four new products are being introduced as part of the initial portfolio: Kisses Classic Selection 500g, Kisses Filled Selection 500g, Nuggets with Almonds 250g and Reese’s Miniature Milk and White 500g.

Alongside the new SKUs, Hershey is rebranding existing travel retail-exclusive products and introducing a refreshed portfolio architecture. New packaging incorporates travel-inspired icons and storytelling, while the introduction of 250g and 500g formats is intended to create greater consistency across the range and target different travel retail shopping missions.

Reese’s will launch globally under the new identity in January, with the remainder of the portfolio rolling out during 2027 and 2028. Further flavours and new gifting products are also planned.

The portfolio will be supported by a new global activation platform launching throughout 2027. Building on Hershey’s ‘Take the Taste With You’ platform, the programme will incorporate experiential retail, digital engagement and personalisation across airport locations.

Swarnim Bharadwaj, Director Marketing, India, APAC, EMEA & World Travel Retail at The Hershey Company, said: “Building on the successful rollout of the ‘Take the Taste With You’ platform, the reimagined Travel Retail Exclusive portfolio marks The Hershey Company’s evolution from a branding platform into a fully integrated portfolio strategy spanning packaging, product innovation, shopper experience and activation.

Reese’s will launch globally under the new identity in January, while Hershey’s Nuggets will be among the first lines to debut the refreshed identity.

“We are confident the portfolio transformation will support long-term growth by strengthening our position in channel-exclusive products and improving shelf-impact. The strategic product formats, supported by immersive airport activations, will allow us to connect more deeply with global travellers as we seek to create a connected shopper experience across airports worldwide.”

Hershey will present further details of the new portfolio strategy and activation platform to industry partners at the TFWA World Exhibition & Conference in Cannes.

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