Reese’s launches a peanut butter cup without chocolate

The Reese’s Ultimate Peanut Butter Lovers Cup is Completely Made of peanut butter, both inside and outside the peanut butter candy flavor.

This is the first time in the company’s 90-year history to take its peanut butter cups chocolate completely out of comparison. Versions of the Peanut Butter Lovers Cup appeared in 2019 and 2020, but it still contains chocolate.

“While launching a Reese’s Cup with absolutely no chocolate may be a shock, but we’re giving real peanut butter lovers something to go over,” Margo McIlvaine, Reese’s brand manager, said in a statement.

Hershey, like other confectioneries, relies on impulse buying to boost sales. Over the past year, the candy company has released peanut butter cups filled with pretzels, and a snack bowl with peanut butter and chocolate that has been dubbed a “mid-morning snack”.

A 2019 survey by Monmouth University found that Reese’s Peanut Butter Cups are America’s most popular Halloween candy, and more than a third of respondents voted it their favorite.

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

Alexis Benveniste of CNN contributed to this report.