Reese’s is launching a glass of peanut butter without chocolate

The Reese’s Ultimate peanut butter lovers cup is made entirely of peanut butter, both inside and in the outer shell with the flavor of peanut butter candy.

This is the first time in the company’s 90-year history that its peanut butter cups chocolate completely out of the equation. Versions of the Peanut Butter Lovers Cup were launched in 2019 and 2020, but those it still contained some chocolate.

“While launching a Reese’s Cup with absolutely no chocolate can come as a shock, we are giving real peanut butter fans something to drive them crazy,” Margo McIlvaine, Reese brand manager, said in a statement.

Hershey, like other confectioners, relies on impulse purchases to boost sales. Last year, the candy company launched peanut butter cups filled with pretzels and a Chocolate Cake with peanut butter that is advertised as a “mid-morning snack”.

A 2019 Monmouth University survey found that Reese’s Peanut Butter Cups are America’s most popular Halloween candy, with more than a third of respondents choosing them as their favorites.

Reese’s said it launched the chocolate-free version of the candy to celebrate National Peanut Butter Day, which was on March 1. They will be released in April for a limited time and will come in standard, king and miniature sizes.

– Alexis Benveniste from CNN contributed to this report.