Reese’s latest iteration of its wildly popular peanut butter cup will be all peanut butter, no chocolate, Hershey announced.
The Reese’s Ultimate Peanut Butter Lovers Cup is made entirely of peanut butter, both inside and in the peanut butter candy-flavored outer shell.
This is the first time in the company’s 90-year-history that its peanut butter cups have taken chocolate completely out of the equation. Versions of the Peanut Butter Lovers Cup came out in 2019 and 2020, but those still contained some chocolate.
The company said, “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.”
Hershey, like other confectioners, relies on impulse purchases to drive sales. In the last year, the candy company has released peanut butter cups filled with pretzels and a peanut butter and chocolate cake it billed as a “mid-morning snack.”