Reese’s marks national Peanut Butter Lovers Day with limited edition release

Marking national Peanut Butter Lovers Day in the US, Reese’s has released a special limited edition of its major cups confectionery series, writes Neill Barston.

For the first time in the brand’s 90-year history, it will be removing chocolate entirely from its fan-favourite confectionery line that has proved one of parent company Hershey’s most enduring successes.

It latest  Ultimate Peanut Butter Lovers Cups feature a double dose of 100% peanut butter-flavoured candy, which was first trialled in two previous limited runs in 2009 and 2010.

“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. “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!”

Reese’s Ultimate Peanut Butter Lovers Cups will be rolled out in standard (1.4oz, SRP $1.09), king size (2.8oz, SRP $1.79) and miniatures (9.3oz, SRP $4.09) at retailers nationwide beginning in early April 2021 for a limited time.

The company added that its peanut butter-based series is set to be expanded even further in the coming weeks, as it looks to enhance its US market share.



Related content

Leave a reply

Confectionery Production