TAKE5 Retake: Millennial Edition

Fans help Hershey relaunch a cult classic candy bar

take5 candy bar

HERSHEY, Pa. -- The Hershey Co. is relaunching the TAKE5 Bar with the help and ideas of millennials.

The TAKE5 brand has developed a cult-like following that has driven the bar's 10% growth over the last three years even without any marketing support, the company said.

The TAKE5 Bar is a layered combination of five ingredients--pretzel, caramel, peanut butter and peanuts in milk chocolate--that create a salty-sweet, chewy-crunchy remixed snack.

"We recognized the evolving millennial tastes and their need for on-the-go eating occasions," said Chris Kinnard, TAKE5 brand manager. "They're flavor explorers and adventurous when it comes to food. They're looking for an experience, and the TAKE5 Bar's multiple flavors and textures allow them to have it all."

Hershey and the TAKE5 brand partnered with millennials to help relaunch the bar. Marketing students, and months of engagement with a special panel made exclusively of diverse millennial-aged students, helped spark the idea behind the new TAKE5 brand look and feel. The new wrapper, hitting shelves and online now, includes a textured black background with a green logo co-designed by the group. With each of the five key ingredients distinctly deconstructed on the wrapper, the new package has the taste-appeal and transparency this group of consumers seek out in the candy aisle, said the company.

"It's important to millennials that they recognize what's in the bar," said Kinnard. "In addition to the unique co-creation, the wrapper highlights all five ingredients in every bite."

The TAKE5 brand is gearing up for 2016 by connecting with loyalists and new fans through live engagements, social campaigns and brand ambassadors.

The Hershey Co., with headquartered in Hershey, Pa., is a global confectionery leader. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside.