Hershey has become the latest group to tap into the power of confectionery fusions with the equally dynamic coffee market, as the group delivers a collaboration with viral brand, The Nitro Bar, writes Neill Barston.

Alongside a number of major businesses across the sweets and snacking world has recognised the potential for category crossovers that meet consumers’ desire for ever-more seasonal innovative flavours.

Consequently, the company is releasing its special edition Reese’s Pumpkins PB Whip Latte, which is reportedly taking inspiration from the chocolate and peanut butter of Reese’s Pumpkins and designed to give fans a new way to celebrate autumn.

Hershey has formed a partnership with The Nitro Bar. for a new Reese’s inspired coffee collaboration. Pic: Hershey

Notably, the Nitro Bar was established in 2016 by founders Audrey Finocchiaro and Sam Lancaster, who had initially created a coffee cart in Audrey’s parents basement.

From these humble beginnings they took their wheels to the streets of Providence, Rhode Island — popping up everywhere from farmers markets, to Brown University, to sheep shearing events, and every event they’d get the invite to. Going anywhere & everywhere their coffee drinkers demanded.

With winter fast approaching, the days of the cart were numbered. Audrey and Sam started the search for nitro’s forever home. From there they quickly partnered with local restaurants, breweries and farm stands to get their nitro cold brew on tap. Come that spring over 50 local spots carried their magic bean juice.

Little did they know their story was just beginning. In the winter of 2018 they opened up their first brick and mortar location in Dash Bicycle Shop on the West End of Providence, Rhode Island. Soon this 600 square foot space would be packed with locals lining up to get their hands on their craft lattes and breakfast sandwiches.

As Hershey stressed of its latest collaboration with the Nitro Bar, “This isn’t a pumpkin spice copycat, it’s fall coffee done the Reese’s way,” delivering a nod to the Halloween candy that has become an integral part of the US confectionery landscape.

Moreover, as Hershey noted, The Nitro Bar has built a loyal following around inventive drinks and a community that shows up for what is new and next in coffee. For its first foray into NYC before their anticipated opening in 2027, The Nitro Bar is partnering with Reese’s to turn one of Halloween’s most iconic flavors into a limited-time coffee drop made for the way fans discover, share and talk about food today.

The Reese’s Pumpkins PB Whip Latte will first hit New York City, with fans being offered the chance for an early taste on September 14 and 15. Furthermore, it can also order it at al Nitro Bar locations from September 18 to 20.

Furthermore, you can even make it at home in recreating the Reese’s Pumpkins PB Whip Latte with a shareable recipe available September 14 for good measure, as fans gear-up for an early start for the ‘spooky season.’

Summerween rising
As Confectionery Production has previously reported, ‘summerween’ has been an increasing phenomenon in the US, as manufacturers seek a greater array of opportunities to market to consumers, though this has yet to catch on in other territories significantly, including the UK.

“Fall coffee season gets a lot of attention, but it usually follows the same script,” said Melissa Blette, Senior Brand Manager, Reese’s Brand, The Hershey Company. “As the No. 1 Halloween candy, Reese’s belongs in that conversation — so we’re here to rewrite it. Together with The Nitro Bar, we’ve taken the classic chocolate and peanut butter combination fans love and turned it into a sippable seasonal ritual with the Reese’s Pumpkins PB Whip Latte. This isn’t pumpkin spice with a new label. It’s our pumpkin in a cup — fun, fall-forward and unmistakably Reese’s.”

“I cannot tell you how pumped we were when Reese’s reached out to work together. Collaborating with a brand so timeless to reimagine what is expected of Fall was an opportunity we never thought possible. This was such a fun way to bring their iconic chocolate and peanut butter flavor into coffee, and make something that feels playful, unexpected and true to both brands,” said Audrey Finocchiaro, founder of The Nitro Bar.