Springtime in Pennsylvania is peanut butter egg season. This year some consumers may taste the eggs a bit more critically and scrutinize the ingredients and label more carefully.

Reese’s, a Hershey brand, is known for combining chocolate and peanut butter in delicious and iconic ways. Reese’s products come in a variety of formats, called “line extensions.” These include everything from peanut butter chips for baking and chocolate peanut butter popcorn for snacking to limited-time offers for holidays – such as the popular Reese’s Peanut Butter Eggs for Easter.

On Feb. 14, 2026, Brad Reese, grandson of the founder, issued an open letter criticizing the Hershey Company for introducing line extensions – in this case, mini hearts for Valentine’s Day, with the flavors familiar to Reese’s lovers but made with cheaper ingredients, such as “chocolate candy” and “peanut butter creme.”

Ingredients like these seem similar but do not meet the FDA standards of identity for milk chocolate and peanut butter, the key components of the original Reese’s cups. For example, the FDA standard for milk chocolate requires at least 10% chocolate liquor.

Hershey responded in a statement: “As we’ve grown and expanded the Reese’s product line, we make product recipe adjustments that allow us to make new shapes, sizes and innovations that Reese’s fans have come to love and ask for, while always protecting the essence of what makes Reese’s unique and special: the perfect combination of chocolate and peanut butter.”

I am a certified research chef and food and hospitality professor in Philadelphia, where I founded the Drexel Food Lab, a culinary innovation and food product development lab. I am also a huge fan of Reese’s Peanut Butter Cups. When my older daughter was a toddler, learning her colors and shapes, I trained her to organize her trick-or-treat loot by separating the orange squares for dad.

As someone with decades of experience in product formulation, I am not surprised that the ingredients for some Reese’s products have changed over the years. One of my first jobs as an intern in corporate R&D was formulating cost reductions for existing products and later developing cost-effective line extensions building on the brand equity of the original product. What Hershey is doing with the Reese’s brand is Consumer Packaged Goods Marketing 101.

Three wrapped packages of Reese's peanut butter cups
Reese’s recently introduced some variations of its classic peanut butter cups that use ‘chocolate candy’ compound coatings and ‘peanut butter creme’ instead of real chocolate and peanut butter. AP Photo/Gene J. Puskar

How food manufacturers deal with rising costs

Much has changed in the marketplace since Reese’s Peanut Butter Cups were developed by H.B. Reese in 1928 in Hershey, Pennsylvania, about two hours northwest of Philadelphia.

Inflation, tariffs, labor costs, fuel costs, employee benefits, competition and the vulnerability of climate-threatened crops, such as cacaovanilla and sugar – none of which are produced anywhere near Pennsylvania – have made the confectionery business increasingly challenging.

When faced with rising costs, food manufacturers have three options:

1. Shrink the product. Reese’s Peanut Butter Cups have gradually shrunk from 0.9 ounce in the 1980s to 0.75 ounce today. That’s a 17% reduction. This phenomenon has been dubbed “shrinkflation.”

2. Raise prices. There is certainly a market for premium peanut butter cups, but how much will a consumer pay for the Reese’s brand? $5? $10? I suspect most consumers expect a single serving to be a couple of bucks at most.

3. Lower costs. While the company can improve operational efficiencies, changing the formula to reduce or eliminate high-cost ingredients is a standard industry practice to keep prices consistent for consumers in the midst of a dynamic supply chain. This phenomenon has been dubbed “skimpflation” and is Brad Reese’s main complaint.

Reformulations are common in the food industry. In addition to prices rising in general, a supplier could go out of business or have a shortage. A regulatory change or shift in consumer sentiment might prohibit the use of an ingredient. Warstariffs or climate change can raise costs temporarily or permanently.

Reformulations can be done well

Sensory and food science tools that we teach in our Drexel culinary and food science programs help ensure little market disruption and a consumer mostly unaware of the changes.

For example, a consumer discrimination test that food product developers love is a called the triangle test. Two samples from the original formula and one sample from the new formula – or vice versa – are presented to the consumer. If the consumer can identify the different one, the product developer did a poor job in preserving the beloved brand through the reformulation. But if consumers can’t tell the difference, the reformulation may be able to move forward.

Three bags of chips -- Lay's potato chips, Doritos and Ruffles potato chips
In 1998, Frito-Lay reformulated some of its signature products using a synthetic fat called olestra – with the brand name Olean – that could cause unpleasant side effects, including anal oil leakage. John T. Barr/Hulton Archive via Getty Images

Sometimes product developers get it wrong in introducing a new formulation. Some of us are old enough to remember Crystal Pepsi, the McLean Deluxe burger or Doritos made with olestra. These products failed, respectively, due to lack of defined consumer benefit, misalignment with the brand, and bad press due to digestive side effects.

But most reformulations go unnoticed – the good work of food technologists who strive to keep food safe, affordable and delicious for consumers.

So, are these new Reese’s products inferior to the original? Maybe. Like with taste in art or wine, if it tastes good to you, it’s good. If not, vote with your wallet, or send the company a note like Brad Reese did.

This article originally appeared on The Conversation. You can read it here.

  • What does the appendix do? Biologists explain the complicated evolution of this inconvenient organ
    Photo credit: Sebastian Kaulitzki/Science Photo Library via Getty ImagesMost people get acquainted with their appendix when it’s inflamed and about to rupture.
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    What does the appendix do? Biologists explain the complicated evolution of this inconvenient organ

    It may be inconvenient, but the appendix is no evolutionary mistake.

    Most people know only two things about the appendix: You don’t need it – and if it bursts, you need surgery fast.

    That basic story traces back at least to Charles Darwin, the English naturalist who developed the theory of natural selection. In “The Descent of Man,” he described the appendix as a vestige: a leftover from plant-eating ancestors with larger digestive organs. For more than a century, that interpretation shaped both textbook and casual medical wisdom.

    But the evolutionary story of the appendix turns out to be much more complicated.

    Along with our colleague Helene M. Hartman, a student preparing for a career in health care, we combined our expertise in behavioral ecologybiology and history to review the scientific literature on the appendix, expecting a simple answer.

    Instead, we found an organ that evolution kept reinventing, more interesting than most people imagine.

    How did the appendix evolve?

    The appendix is a small pouch branching off the first section of the large intestine. Its shape and structure vary widely across species – a clue that evolution may have tinkered with it more than once.

    Some species, including certain primates such as humans and great apes, have a long, cylindrical appendix. In others, including several marsupials such as wombats and koalas, the appendix appears shorter or more funnel-shaped. Still others, including some rodents and rabbits, have differently proportioned or branching structures. This structural diversity suggests that evolution has modified the organ under different ecological conditions.

    Diagram of a segment of the small intestine with fingers of the appendix oriented in various degrees
    The appendix can be oriented in the body in multiple ways. Mikael Häggström, M.D./Wikimedia Commons

    That suspicion is supported by evolutionary analyses. Comparative studies show that an appendix-like structure evolved independently in at least three distinct lineages of mammals – marsupials, primates and glires, a group that includes rodents and rabbits. A broader evolutionary survey found that the appendix evolved separately at least 32 times across 361 mammalian species.

    When a trait evolves repeatedly and independently, biologists call this convergent evolution. Convergence does not mean a structure is indispensable. But it does suggest that, under certain environmental conditions, having that structure provided a consistent enough advantage for evolution to favor it again and again.

    In other words, the appendix is unlikely to be a useless evolutionary accident.

    What does the appendix do?

    The appendix supports the immune system. It contains gut-associated lymphoid tissue – immune cells embedded in the intestinal wall that help monitor microbial activity in the gut. In early life, this tissue exposes developing immune cells to intestinal microbes, helping the body learn to distinguish between harmless symbionts and harmful pathogens.

    The appendix is particularly rich in structures called lymphoid follicles during childhood and adolescence, when the immune system is still maturing. These immune components participate in mucosal immunity, which helps regulate microbial populations along the intestinal lining and other mucosal surfaces. Lymphoid follicles produce antibodies, such as immunoglobulin A, to neutralize pathogens.

    Researchers have also proposed that the appendix acts as a microbial refuge. Some have suggested that biofilms – thin, structured communities of bacteria – line the appendix. During severe gastrointestinal infections that flush much of the gut microbiome from the colon, beneficial bacteria sheltered within these biofilms may survive and help repopulate the intestine afterward. Those beneficial microbes assist with digestioncompete with pathogens and interact with the immune system in ways that reduce inflammation and promote recovery.

    These hypotheses motivated a question our team explored: If the appendix helps preserve microbial stability, could removing it subtly affect reproductive fitness?

    Older clinical concerns suggested that appendicitis or appendectomy might impair fertility by causing inflammation and scarring – known as tubal adhesions – in the fallopian tubes. Such scarring could physically obstruct the egg’s passage to the uterus. But several large studies have since found no decrease in fertility after appendectomy – in some cases, researchers found a small increase in pregnancy rates.

    The appendix appears to have multiple functions, including immune and microbial ones. Affecting fertility, however, does not seem to be one of them.

    Evolutionary importance and modern life

    While the appendix has an interesting past, with evolution continually reinventing it, its modern importance is modest at best. Darwin underestimated the organ’s history, but his instinct wasn’t far off in the medical present: Some parts of human biology mattered more in the environments people evolved in than in the lives they lead today.

    Early humans lived in environments with little sanitation and strong social contact – perfect conditions for outbreaks of pathogens that cause diarrhea. An appendix that quickly restored the microbiome after infection could significantly improve survival. But over the past century, clean water, improved sanitation and antibiotics have sharply reduced deaths from diarrheal diseases in high-income countries.

    As a result, the evolutionary pressures that once favored the appendix have largely disappeared. Meanwhile, the medical risks of keeping the appendix – most notably appendicitis – remain. Modern surgery typically treats an infected appendix by removing it. A structure that was once a global evolutionary advantage is now more of a medical liability.

    This mismatch between past adaptations and present environments illustrates a core principle in evolutionary medicine: Evolution optimizes for survival and reproduction in ancestral environments, not for health, comfort or longevity in modern ones.

    Evolution operates at the level of populations over generations, favoring traits that increase average reproductive success, even if those traits sometimes harm individuals. Medicine works the other way around – helping individuals thrive in the present world rather than survive the past one.

    The appendix is not an IKEA spare part included “just in case,” but neither is it essential today. Human biology has many traits that were once beneficial, now marginal – and understanding them allows medicine to make better modern decisions.

    This article originally appeared on The Conversation. You can read it here.

  • Pregnant mom asks for first-class seats. The internet couldn’t wait to deliver a reality check.
    Photo credit: CanvaA passenger sits in first class
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    Pregnant mom asks for first-class seats. The internet couldn’t wait to deliver a reality check.

    A pregnant mom asked if front-row passengers should move so she could sit with her toddler on a flight. The internet wasn’t on her side.

    Flying with a young child isn’t always smooth sailing, especially when it comes to seating arrangements. A soon-to-be mother, known online as Deekaytwo, found herself turning to the internet for advice after wondering if it was fair to ask front-row passengers to swap seats so she could sit with her toddler. But the reaction she got online was anything but supportive.

    On Mumsnet, she shared the details of her travel situation: “We’ve got row 7A and C seats booked on our upcoming four-hour flight. The middle seat is blocked off, and we always use it for our nearly 2-year-old son after take-off and before landing.”

    airplane etiquette, flying with kids, seat swap debate, toddler travel, viral parenting story
    A young toddler plays with the back of an airplane seat. Photo credit: Canva

    She normally books front-row spots for ease, but those were unavailable this time. Now seated farther back, she worried about managing the flight with her young child. “According to the seat map, 1C and F are empty (typically reserved for gold members), and these usually open up just before the flight,” she explained.

    The thought of moving closer to the front lingered on her mind. To make it work, though, one of the passengers in the prime 1A or 1D seats would need to trade places so her family could sit together. “Am I being unreasonable to move us to the empty seats in the front row and hope/expect 1A or 1D to move so we can sit together? They’d still have their aisle/window and avoid sitting next to a baby, so I think it’s a win-win,” she wrote, pointing out she was five months pregnant.

    airplane etiquette, flying with kids, seat swap debate, toddler travel, viral parenting story
    Image of the seats in question. Photo credit: Mumsnet |u00a0Deekaytwo

    She even laid out two clear options for the forum to consider: “Stay in your current seats and let the fancy gold members keep the empty seat next to them!” or “It doesn’t make any difference to them and will make your journey more comfortable, probably everyone else’s too, as her son will have more room to be contained.” With more than 200 replies pouring in, the overwhelming response was that her expectations weren’t fair.

    The community didn’t hold back. “No, you cannot expect someone to move for your convenience. Book seats that work for you and assume that any that are already booked will remain occupied by someone else,” wrote user BreakfastAtMimis.

    airplane etiquette, flying with kids, seat swap debate, toddler travel, viral parenting story
    A mom sits with her toddler on an airplane. Photo credit: Canva

    Another, HoHoHoliday, chimed in, “Don’t set out to make someone else feel annoyed. Choose seats that are already available for you to sit next to each other. It’s only a four-hour flight, you should be able to manage your own child for that time.” ThanKyoualMee added, “Only book it if you’re prepared to travel in the seats you’ve booked! I wouldn’t book on the provision you need someone to swap with you, personally, I’d keep your current seats sat together.”

    This article originally appeared two years ago. It has been updated.

  • Just thinking about tequila, whiskey or wine shifts your mindset – new research
    Photo credit: Arturo Peña Romano Medina/E+ via Getty ImagesMost celebrations in the U.S. involve alcohol, in large part due to marketing and advertising.
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    Just thinking about tequila, whiskey or wine shifts your mindset – new research

    Different drinks cue different identities before a sip is taken.

    Thinking about certain types of alcohol can alter your mood and trigger certain mindsets, especially among young consumers. For instance, tequila calls up a party mindset, whiskey activates a masculine mindset, and wine primes a sophistication mindset.

    Those are the key takeaways of a new study my team and I published in the journal Young Consumers.

    We carried out four studies with 429 total participants to examine the cultural themes and moods people associate with different types of alcohol.

    We conducted two preliminary studies to understand how people think about different types of alcohol. In the first study, participants answered open-ended questions, and in the second they completed a word-association task. These studies helped us identify common cultural associations, which we call “learned associations,” or ideas people develop through experience and cultural exposure.

    We used these associations to create questions about alcohol-related mindsets. Participants rated how much they felt different qualities when thinking about a randomly assigned type of alcohol in response to the prompt, “I feel ___ when thinking about this type of alcohol.” For example, the sophisticated mindset included sophisticated, elegant, classy, formal and fancy; the masculinity mindset included masculine, tough, confident, manly and strong; and the party mindset included energetic, outgoing, fun, like partying and like celebrating.

    Then we conducted two experiments where participants were randomly assigned to think about either wine, whiskey or tequila and respond to the mindset questions, allowing us to test whether different types of alcohol evoke different associations.

    Importantly, participants did not consume alcohol, allowing us to isolate the learned associations these drinks evoke, separate from alcohol’s physiological effects.

    Clear patterns emerged. Tequila was frequently associated with words like fun, wild, celebration and party. Whiskey elicited terms such as strong, rugged, confident and masculine. Wine, by contrast, was associated with elegance, class, refinement and sophistication.

    These findings show that alcohol can function as a “symbolic cue.” In other words, the mindsets people associate with different drinks appear to originate from learned associations rather than from intoxication itself.

    Why it matters

    More than half of the U.S. adult population consumes alcohol: 54% in 2025. This is the lowest level recorded since Gallup began tracking the drinking habits of adults in the U.S. in 1939, and it marks a decline from 1997-2023, when over 60% of adults reported drinking.

    Some drink to enhance experiences, while others drink for enjoyment, socializing or even escapism. For others, drinking may become compulsive or difficult to control, defined as an alcohol use disorder.

    Research increasingly shows that even moderate drinking can carry health risks, including higher risks of several cancers.

    A considerable amount of research on alcohol has explored what happens as a result of drinking. Studies have found that people become uninhibited and make risky decisions when they drink. Other researchers have found that people pick up ideas and habits about drinking from the world around them and that advertising can influence what, when and how young people drink.

    Fans of the popular sitcom “How I Met Your Mother” might recall an episode titled ‘The Perfect Cocktail.“ In this episode, different alcoholic beverages reflect the personalities of Marshall (Jason Segel) and Barney (Neil Patrick Harris). It’s funny and engaging, but what if there’s a real psychological basis for these associations?

    Such learned associations have not been thoroughly studied – in particular, it’s unknown whether they can activate distinct drinking mindsets even without actual consumption.

    One reason why this is important is that even though Gen Zers drink less alcohol than previous generations, they are still exposed to alcohol-related media and cultural cues. Understanding these psychological cues may help explain how alcohol-related social norms and expectations develop and influence drinking decisions.

    What’s next

    Learned associations for different alcoholic drinks can influence how people feel, which in turn might shape their intentions, choices and social expectations. For example, if thinking about tequila prompts a “party” mindset, it could influence how a person plans their evening and what choices they make.

    A better understanding of these associations could help public health campaigns promote moderation and responsible drinking, such as pacing drinks, staying hydrated and avoiding overconsumption. Future research could examine how these associations form in different social contexts, how they vary across age groups or cultures, and how interventions might shift them to further reduce risky behaviors and encourage safer, more responsible alcohol consumption.

    The Research Brief is a short take on interesting academic work.

    This article originally appeared on The Conversation. You can read it here.

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