Snacks & Candy

New Reese’s Launch Is All About the Peanut Butter

Limited-time release coming to stores in April
Photograph courtesy of The Hershey Co.

HERSHEY, Pa. — The Hershey Co. celebrated National Peanut Butter Lovers Day March 1 with the reveal of a limited edition of its Reese’s Peanut Butter Cup.

This spring, the Reese's brand will launch new Reese's Ultimate Peanut Butter Lovers Cups for a limited time only. Ultimate Peanut Butter Lovers Cups remove the chocolate from the product. While stuffed with the same Reese's peanut butter, the candy is wrapped in a 100% peanut butter candy-flavored shell on the outside.

"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.

Reese’s Ultimate Peanut Butter Lovers Cups will be rolled out in standard (1.4-ounce, suggested retail price $1.09), king size (2.8-ounce, SRP $1.79) and bags of miniatures (9.3-ounce, SRP $4.09) at retailers nationwide in early April for a limited time.

The Hershey Co. is based in Hershey, Pa. The company has more than 80 brands around the world that drive $8 billion in annual revenues, including such iconic brand names as Hershey's, Reese's, Kit Kat, Jolly Rancher, Ice Breakers, SkinnyPop and Pirate's Booty.

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