Reese’s goes big with latest special edition Jumbo Cup launch

Reese's launched new varieties at this year's Sweets & Snacks, which will now be joined by its Jumbo Cups. Pic: Neill Barston

A key new product development move has been confirmed by Reese’s, with the delivery of its Jumbo Cup variety of peanut butter-based treats that have grown to become a billion dollar global brand, reports Neill Barston.

According to parent company Hershey, its latest offering is equivalent to four king size versions, and is being made available in a limited edition format this summer, as the National Confectioners Association launches its annual National Candy Month.

The brand has retained its best seller status for the company, with initial feedback in trials of the product finding that 79% of consumers say that the Jumbo Cup is even more filling than both the Regular and Big Cups. As the business noted, the new innovation provides sweet, filling satisfaction to those looking for a no sharing required kind of treat at any time of day.

Its arrival follows in the wake of a key appearance at last month’s Sweets & Snacks Expo staged in Indianapolis, Indiana, US (watch our exclusive video review of the 2024 event here), which delivered several key launches including a caramel cup variety for Reese, and a special Reese’s medals series linked to next month’s Olympic Games. The company also used the show to unveil vanilla and pink lemonade flavours, as well as Hershey’s Crunchy Waffle Cone bars.

In addition, the company also took the opportunity to showcase its latest augmented reality venture that it has developed through image recognition (IR) to help retailers make data-driven decisions to optimise merchandise placement and increase sales.

Melissa Blette, brand manager commented: “There’s nothing quite like our iconic combination of chocolate and classic Reese’s peanut butter, so we’re making fans dreams come true by quadrupling the size of our fan-favourite King Size Peanut Butter Cups.

“We’ve seen the passion that fans have for the brand, and we’re excited to bring a new, larger cup for them to continue enjoying the chocolate and peanut butter goodness that only our peanut butter cups can provide.”

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