Hershey expands 2026 Easter lineup with Jolly Rancher gummies and Harry Potter Kisses

HERSHEY, Pa. — Hershey is rolling out an expanded Easter assortment that pairs new fruity gummies with its legacy chocolate brands as it leans on scale and variety to drive holiday sales, the company says.

Seasonal portfolio blends novelty with heritage

Hershey unveils a 2026 Easter lineup led by Jolly Rancher Gummies Fruity Mix alongside returning favorites such as Hershey’s Kisses Harry Potter Butterbeer Flavor, Cadbury Mini Creme Egg, Cadbury Mini Caramel Egg and Reese’s Peanut Butter Mini Eggs Unwrapped. The mix of gummy and chocolate items highlights the company’s multi-brand approach, using both novelty flavors and established icons to appeal to a range of shoppers. Hershey emphasizes expanded bag sizes and mix options aimed at gifting, baskets and family sharing, positioning the assortment to support in-store and online merchandising through the spring retail window.

The company frames the offering as both a nod to tradition and a play for incremental seasonal occasions. Kyle Webster, senior associate brand manager at Hershey, says Easter combines “sweet traditions” with room for “discovering something unexpected,” a positioning the firm advances by pairing classic Reese’s and Cadbury items with the new Jolly Rancher gummy variant and a limited-edition Kisses flavor tied to the Harry Potter franchise. Hershey presents the refresh as part of its multi-year leadership in the holiday confection category, using portfolio breadth to capture shoppers seeking nostalgic brands and novel flavors.

Retailers receive guidance to merchandise around variety and recognizable brand equity, with Hershey pointing to expanded pack sizes to facilitate gifting and sharing occasions. The company announces availability across stores and online in early spring nationwide, and positions the assortment to fit basket-filling, impulse and planned-purchase behaviors during the seasonal selling period.

Retail execution and shopper targeting

Hershey signals that merchandising cues will focus on variety and mix-for-sharing formats, encouraging retailers to feature the new gummies alongside Cadbury and Reese’s items to leverage cross-brand appeal. The assortment is designed to support both large-format family packs and smaller giftable bags.

Franchise tie-ins and brand leverage

By linking a limited-edition Hershey’s Kisses flavor to the Harry Potter franchise and extending Jolly Rancher into gummy Easter offerings, Hershey continues to use licensed and marque-brand extensions to generate seasonal excitement without departing from core confection categories.