Take 5 (candy)
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The Take 5 (known as Max 5 in Canada but now discontinued) is a pretzel, caramel, peanut and peanut butter-filled, milk chocolate coated candy bar released by The Hershey Company in December 2004. The "5" in the name refers the combination of five ingredients: milk chocolate, peanuts, caramel, peanut butter, and pretzels.
Due to its popularity, The Hershey Company has produced several variations of the original candy in 2005-2006:
- Chocolate Cookie - Substitutes a chocolate cookie to replace the pretzel
- Marshmallow (limited edition) - Substitutes a marshmallow creme to replace the caramel
- Peanut butter - Has a peanut butter coating instead of milk chocolate
- White chocolate - Has a white chocolate coating instead of milk chocolate
Take 5, amongst other candy bar products often included cocoa butter, a fat derived from the cocoa bean. However, beginning in 2006 the price for cocoa butter began to increase dramatically, by 2008 the price per ton had increased from $4,000 to $8,100. This placed pressure on Hershey and other chocolate manufacturers to reduce costs. Staple products such as the Reese's peanut butter cups and Hershey's Kisses were not affected by the price change, but second and third tier products saw a change in their composition, cocoa butter was substituted with other cheaper products, such as vegetable and sesame seed oil. However, in the end of 2014, The Hershey Company changed the formulation back to "milk chocolate". The new coating meets the FDA definition of milk chocolate that only allows the use of cocoa butter and milk fat.
At the beginning of 2016, Hershey partnered with a panel of "diverse millennial-aged students" to design a new wrapper and logo for the candy as part of a comeback campaign. (Advertising for Take 5 had been cut in 2011, due to Hershey struggling to find the best way to market the brand.) The new wrapper has a black background with ringed gray stripes and a new lime green logo. According to Take 5's brand manager, Chris Kinnard, the new marketing campaign will focus on targeting millennials. The brand is also using Twitter, Facebook, and Tumblr to revitalize its name.
One serving contains:
- ALICE GOMSTYN (Sep 2, 2008). "Chocolate Lovers Pained by Candy Changes". ABC News. Retrieved 23 June 2012.
- Laura T. Coffey (2008-09-19). "Chocoholics sour on new Hershey's formula". MSNBC News. Retrieved 23 June 2012.
- Kate Taylor (2016-01-20). "Hershey is relaunching a cult classic that has been called 'most undervalued brand in the world'". Business Insider. Retrieved 21 March 2016.