The chocolates are made with oats instead of milk, Hershey said.
Reese's Peanut Butter Cups and Hershey's chocolate bars are getting the vegan treatment.
A second plant-based offering, Hershey's Plant Based Extra Creamy with Almonds and Sea Salt, will follow in April.Hershey has experimented with vegan chocolate before. It sold an oat-based chocolate bar called Oat Made in some test markets starting in 2021. But the new products will be the first sold throughout the U.S. under the "Plant Based" label.
Younger consumers, in particular, are looking to reduce consumption of animal-based products, says Euromonitor, a market research firm. In a 2021 survey, Euromonitor found that 54% of Generation Z consumers were restricting animal-based products from their diets, compared to 34% of Baby Boomers. Hershey said it developed plant-based versions of Reese's Cups and Hershey bars - some of its most popular products - because there's a dearth of mainstream plant-based chocolates in the U.S. market.
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