The new cups replace the usual chocolate with a peanut butter candy-flavored shell.

By Mike Pomranz
March 01, 2021
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When The Hershey Company merged with the H.B. Reese Candy Company in 1963, the two brands made a complementary match: Hershey is America's king of chocolate, and Reese's filled a peanut butter-shaped(?) hole. The connection runs deeper: Reese worked for Hershey, and used the local chocolate to make his first confections in 1923. So even though Reese's is known for its peanut butter products, the brand's history is so intertwined with Hershey, can you imagine a Peanut Butter Cup without the chocolate?

Of course you can. And starting next month, for the first time ever, you can buy one: It took over 90 years, but Reese's has just announced its new Reese's Ultimate Peanut Butter Lovers Cups—their first cup that is 100-percent peanut butter flavored, no chocolate required.

Reese's Ultimate Peanut Butter Lovers
Credit: Reese's

Billed as "the most extreme, peanut buttery version" of Reese's best-selling cups ever released, this limited time only "Ultimate" iteration features a peanut butter candy-flavored shell on the outside stuffed with the same peanut butter customers already love inside.

"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," Margo McIlvaine, Reese's brand manager, said in announcing the wild cups. "The frenzy that comes with changing an icon like the Reese's Cup is real—but you can still enjoy the classic plus get more peanut butter flavor with a new option that's every peanut butter lover's dream!"

Meanwhile, these might be the first 100-percent Peanut Butter Cup Reese's has launched, but they've come close before: During limited runs in 2019 and 2020, Reese's had a Reese's Peanut Butter Lovers Cup featuring the usual chocolate cup on the bottom, but an extra layer of peanut butter on top. Those are also returning—just in case going full peanut butter is against your values.

Reese's Ultimate Peanut Butter Lovers Cups will be sold nationwide in standard and king-size packs, as well as 9.3-ounce miniatures bags, starting "in early April." This new launch follows last week's announcement that Reese's was selling the first organic version of their signature cups.

And if the idea of an all-peanut butter cup sounds too good to be true, well, Reese's also suggests the madness may not be over yet. "The Reese's brand has a few more tricks up its sleeve in the upcoming weeks," the brand adds, "so if you're a peanut butter lover, be on high alert..."

They can't legally make an all-chocolate peanut butter cup, can they?