Hershey eyes millennials with Take 5 bar relaunch

Hershey Take 5 Bar
Hershey Take 5 Bar

A Hershey product that has attained a cult-like following is getting a facelift. The company is relaunching the Take 5 bar, with a new wrapper design and a marketing campaign designed to reel in millennials.


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The Take 5 Bar features a combination of five classic ingredients: pretzel, caramel, peanut butter and peanuts, all enrobed in rich milk chocolate.

Despite the fact that the Take 5 bar has never been a major part of the Hershey brand, the bar has attracted a large number of fans. Sales of the bar grew by 10% over the last three years even without any marketing support. But now Hershey is changing the Take 5 game plan.


Aimed squarely at millennials, the new marketing campaign has been designed to lure in a segment of the population that have a real need for an on-the-go eating product. Hershey hopes the Take 5 brand will meet that consumer demand.

The new Take 5 bar is available at retailers nationwide.