Hershey says it's "the first mass chocolate brand to offer an organic option," and even some plant-based products could be on the way.

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The term "organic" may conjure up images of fruits and vegetables. But pretty much any food can be produced in an organic manner (even, uh, water)—and now, Hershey has proven that can include your Reese's Peanut Butter Cups.

Starting this month, Reese's will be offering new Organic Reese's Peanut Butter Cups in both dark and milk chocolate varieties nationwide—with the brand promising that "no taste [is] sacrificed" with this different formulation. The "certified USDA Organic, Non-GMO Project Verified, and Rainforest Alliance Certified" candy is being sold in two-cup, 1.4-ounce packs with green fringe on both ends of the otherwise standard orange packaging for a suggested retail price of $1.99.

Organic Reese's
Credit: The Hershey Company

"We're continuing to expand our product line so there is a Reese's cup for nearly everyone," Eric Newton, brand manager for Reese's Organic, said in the announcement. "When consumers go down the candy aisle or shop online, we want everyone to have an option to choose from, and we aren't settling until everyone can enjoy a Reese's product."

Hershey says this launch makes Reese's "the first mass chocolate brand to offer an organic option"—though it should be noted that Hershey didn't stop there. The chocolate giant is also rolling out organic versions of their signature milk chocolate and special dark chocolate bars in 1.55-ounce packs.

And organic isn't the only dietary trend Hershey is investing in. Last week, the company announced it had set its sights on leading the "better-for-you" chocolate category—which, beyond "portion-controlled choices," Hershey said would include "more reduced sugar, organic and plant-based alternatives." The company then announced they had made an investment in Bonumose, billed as "a start-up company with breakthrough innovations in plant-based food ingredients, including rare and natural sugars."

A Hershey spokesperson informed us that vegan options could be on the table, as well. "While we do not have any vegan products in production at this time, we recognize a growing consumer demand for better-for-you (BFY) options," they said.

"We are setting the foundation for long-term sustainable growth in the better-for-you category at Hershey," Chuck Raup, the company's President, U.S., stated. "Everything we do is led by our consumers and our commitment to deliver only the most delicious snacks.  We are driven to provide more choices to ensure they enjoy our brands and products in ways that are right for them."