Recent trademark filings at the USPTO suggest that Hershey is playing around with names for a potentially new candy. On April 29th, Hershey Chocolate & Confectionery Corporation filed the six federal trademark applications seen below. Hershey Canada, Inc. also filed a trademark application for DREAMBURSTS.
Reese's applications in Class 030 for "Candy; Chocolate; Chocolate confections; Grain-based snack foods; Chocolate-based snack foods" and in Class 029 for "Nut-based snack foods." It filed the Hershey applications in Class 030 for the same goods. All applications were filed on an intent-to-use basis.
It's not uncommon for a corporation to file several trademark applications for possible brand names on an intent-to-use basis before choosing a final name. These applications provide Hershey some protection while its marketing team makes a final decision (for example, the Trademark Office will not register any subsequent marks that are similar and cover related goods while Hershey's marks are pending).
Hershey and/or Reese's fans - you might be seeing a new candy soon.