For the first time in its 90-year history of being on store shelves, Reese’s has launched an all-peanut-butter version of their famous Reese’s Peanut Butter cups. The new product is called the Ultimate Peanut Butter Lovers Cups and is available nationwide for a limited time only.
In 1963, The Hershey Chocolate Company acquired H.B. Reese Candy Company for $23.5 million. This was when Reese’s Cups took the world by storm. Hershey and Reese’s worked together to create a peanut butter-filled cup coated in America’s own Hershey’s chocolate. Just in time for national peanut butter lover’s day, Reese’s decided to provide peanut butter fans everywhere with a taste of their candy’s iconic flavors without the chocolate.
“While launching a Reese’s Cup with absolutely no chocolate might come as a shock, we’re giving the truest peanut butter fans something to go wild about,” said Margo McIlvaine, Reese’s brand manager, in a statement. “The frenzy that comes with changing an icon like the Reese’s Cup is real – but you can still enjoy the classic plus get more peanut butter flavor with a new option that’s every peanut butter lover’s dream!”
Secret’s out… Reese’s Peanut Butter Lovers has gone ULTIMATE. pic.twitter.com/pmUqNRYFIq
— REESE'S (@reeses) March 1, 2021
The Ultimate Peanut Butter Lovers Cups are made with the same Reese’s peanut butter stuffing, but the outside is a 100 percent peanut butter candy-flavored shell.
The product will be available at the start of April in three sizes: king, standard and miniatures.
Reese’s is also bringing back their Reese’s Peanut Butter Lovers to market for a limited time. This is a fan-favorite that had limited runs in 2019 and 2020 and is a candy that fans wait for to hit the shelves.
This is the second new product the company has released in the first few months of 2021. In late February, Reese’s released a new 100 percent chocolate and peanut butter organic cup. The Hershey Company introduced fans to an alternative and environmental option. However, unlike other organic products that aim at lowering calories and being healthier in nutrition, this candy is higher in calories compared to the original Reese’s Peanut Butter Cups and is better for the environment without actually being healthier.
The Organic Reese’s Peanut Butter Cups are available in milk and dark chocolate. The candy is also a certified USDA organic product and is verified by the Non-GMO Project and the Rainforest Alliance.
“We’re continuing to expand our product line so there is a Reese’s cup for nearly everyone,” said Eric Newton, brand manager Reese’s Organic, in a press release. “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.”
Although the organic products market is quite saturated with products, Reese’s is the first company to introduce an organic version of an already existing product to the market.
According to a poll conducted by Monmouth University, Reese’s Peanut Butter Cups are the most popular Halloween candy choice, with 36 percent of Americans choosing this candy as their favorite. This is then followed by 18 percent enjoying Snickers, 11 percent choosing M&M’s and six percent wanting Hershey bars.
And it looks like an all-peanut-butter cup won’t be the last new product release from the candy maker this year. Reese’s states that the brand will be releasing a few more surprises for their peanut butter-loving consumer base in the upcoming weeks.