Reese’s is going all in when it comes to peanut butter.
The Hershey, Pa.-based brand is rolling out its new Ultimate Peanut Butter Lovers Cups, which feature everything consumers have come to love about the sweet treat — minus 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,” Margo McIlvaine, the Reese’s brand manager said. “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!”
In addition, the company is also bringing back its Peanut Butter Lovers Cups, which had a limited run during 2019 and 2020.
Consumers will be able to find Reese’s Ultimate Peanut Butter Lovers Cups in a 1.4-oz. size that retails for $1.09, a 2.8-oz. size for $1.79 and 9.3-oz. miniatures for $4.09 at retailers nationwide beginning in April for a limited time.