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The Hershey Company has unveiled its latest product, Reese's PB&J Big Cups, following an April Fool's Day prank that had fans speculating about a foray into the sandwich business.
The announcement coincides with National PB&J Day, a strategic timing that highlights the brand's connection to one of America’s favourite flavour combinations.
The new B&J Big Cups, available in both strawberry and grape flavours, combine the classic elements of peanut butter and jelly with Hershey's signature chocolate. This product aims to cater to consumers' nostalgia while capitalising on the enduring popularity of the peanut butter and jelly sandwich.
Melissa Blette, senior brand manager at Reese’s, said: “Reese's is all about having fun. Teasing the idea of us 'getting into the sandwich business' was a playful way to spark conversation. All kidding aside, this was the most obvious next move for us. PB&J is an all-time classic, and Reese's was always the missing piece – so we fixed it!"
Given that Hershey produces approximately 160 million pounds of peanut butter annually – enough for over a billion PB&Js – the company is well-positioned to leverage its existing resources in this new product line.
Reese's PB&J Big Cups will be available in standard, king and snack-size multipacks at retailers nationwide, albeit for a limited time. Pricing will be determined by individual retailers, reflecting standard practices in the consumer goods sector.