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Reese’s New Peanut Butter Cup Is (Almost) All Peanut Butter

Andrew Athias, a 28-year-old social media supervisor from Cherry Hill, Pa., received his palms on a field of the brand new peanut butter-only cups early — he has TikTok and Instagram accounts dedicated to his love of Reese’s — and described it as “actually tasty.”

“As somebody who has been identified to eat peanut butter by the spoonful — and I do know there are lots of people who try this — it tastes similar to that,” he mentioned. “It’s like consuming two forms of peanut butter on the identical time. It’s refined.”

Firms periodically launch new merchandise to drum up publicity and gross sales, typically testing customers’ tolerance for selection. Oreo, within the final decade, has introduced limited-edition flavors like Jelly Donut, Mississippi Mud Pie, Swedish Fish and Watermelon. Watermelon was broadly seen as a flop.

Silvia Bellezza, an affiliate professor of selling at Columbia Enterprise College, mentioned that manufacturers, and significantly established manufacturers which were in the marketplace for a very long time, supply new takes on classics to see if new objects will grow to be in style and to maintain up manufacturers’ visibility.

“It’s necessary to maintain them vigorous, to maintain the dialogue going, to have one thing new on the cabinets,” she mentioned. “After getting established this asset in folks’s minds, which prices time and cash, you then attempt to take advantage of it.”

That Hershey felt it may ditch the chocolate indicators the corporate’s view that peanut butter is the “hero” of the product, she mentioned. (Although it has misplaced chocolate, the brand new Reese’s nonetheless comprises hydrogenated vegetable oil, corn syrup and a variety of different substances.)

Hershey has experimented earlier than. Final month, it launched natural Reese’s Peanut Butter Cups in milk and darkish chocolate, an try and deflect competitors from a variety of smaller firms, like Dealer Joe’s, which sells a darkish chocolate peanut butter cup, and Justin’s, a Colorado-based firm that sells natural peanut higher and almond butter cups.

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