If you already miss Halloween candy, never fear. The end-of-year holiday season is sure to be sweeter than ever, thanks to Hershey.
Fast Company was privileged to be part of a recent sneak preview of Hershey’s new and returning products for 2026, hosted by the confectionery giant’s “manager of merriment and magic,” Matt Spencer; director of marketing Alyssa Smith-D’Cruz; and associate brand manager Carly Andrews.
Here’s a look at the numbers and some of the new and returning products.
Which season is the most lucrative for Hershey?
While Halloween candy does get the most sales, Hershey’s profits are also boosted by Easter, Valentine’s Day, and the holiday season. Summer months even pitch in, thanks to everyone’s favorite campfire treat—the s’more.
Last year, Hershey grew its holiday share, generating $609 million in revenue. The company expects 2026’s figures to be broadly in line with prior years.
Shares of the Hershey Co. (NYSE: HSY) are down 2.37% year to date as of Friday’s market close, compared with a rise of 7.56% for the broader S&P 500. Hershey says it recognizes the current challenging economic situation that many consumers are facing.
“While consumers are increasingly thoughtful about how they spend, treats remain an accessible way to celebrate seasonal traditions and create moments of joy,” senior marketing director Samantha Siegal told Fast Company. “That’s why we continue to offer choice across pack sizes, formats, and price points.”
What’s returning from Hershey for the 2026 season?
Reese’s lovers rejoice. Both Reese’s Peanut Butter Trees and Mini Trees are back. Peanut butter and milk chocolate are the perfect combination.
Hershey’s Kisses are back with the Snickerdoodle Cookie flavor, Kit Kats are back with Peppermint Stick, and the Standard Milk Chocolate Bar is Grinch-themed. Don’t worry, though—the green guy’s heart is so big these days that he won’t steal your candy.
What’s new at Hershey for the 2026 holiday season?
Speaking of the Grinch, there are a couple of new characters making their debut in 2026. Cindy-Lou Who’s Hershey Kisses taste just like a strawberry sugar cookie. Max, the Grinch’s faithful canine companion, also wanted in on the fun with his new Hershey’s Hug edition.
Meanwhile, another furry friend is getting in on the action. Reese’s Reindeer Mix is made up of milk chocolate-drizzled popcorn, Reese’s baking chips, Reese’s Mini Trees, and Reese’s Pieces.
Also straight from the North Pole comes SkinnyPop Elf Maple Syrup Kettle Corn. Buddy the Elf approves of this salty and sweet treat.
You might not immediately think of these next two offerings as holiday treats, but it’s time to go outside the box.
Jolly Rancher Freeze-Dried Pouches contain cherry and green-apple flavors. Cadbury might seem like an Easter treat, but its Caramello Miniatures are the perfect end-of-year bite-size fun.
These are just some of the wonderful treats coming to a store near you. To Hershey, candy season is all year long. You can check out the full lineup here.