Staple products such as the Reese's peanut butter cups and Hershey's Kisses were not affected by the price change, but other products from the manufacturer saw a change in their composition, cocoa butter was substituted with other cheaper products, such as vegetable and sesame seed oil. This placed pressure on Hershey and other chocolate manufacturers to reduce costs. 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. Take 5, amongst other candy bar products often included cocoa butter, a fat derived from the cocoa bean.
In June 2019, the candy was renamed to Reese's Take 5 and underwent a packaging change, with the primary color of the package changing from black to orange Also in June 2019, Hershey released that the ingredient peanut butter in TAKE5 has always been Reese's Peanut Butter. Personalized health review for Take 5 Candy Bar, King Size: 300 calories, nutrition grade (D), problematic ingredients, and more.
The brand also used Twitter, Facebook, and Tumblr to revitalize its name. According to Take 5's brand manager, the new marketing campaign would focus on targeting millennials. (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 had a black background with ringed gray stripes and a new lime green logo. 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.
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