The New Product Lands for Fans in the UK
The Reese’s brand is bringing a bold new twist to its beloved peanut butter line-up with the launch of Reese’s Peanut Butter White Bar, perfect for sharing, snacking or treating. This latest innovation pairs Reese’s signature smooth peanut butter filling with a white chocolate flavour coating, delivering the perfect balance of salty and sweet.
The new variation offers an alternative to the classic combination of peanut butter and milk chocolate flavour, expanding the range to appeal to changing consumer tastes. White Chocolate is the second-largest flavour segment after Chocolate, growing by +32.9% in 2024 (+£14.5m in total sales).[1]
The Reese’s Peanut Butter White Bar’s design incorporates the iconic shape of Reese’s Peanut Butter Cups into the mould, including the signature ridges, bringing the brand’s most recognisable format into this NPD.
Jackson Hitchon, General Manager of Europe, Middle East, Africa, and World Travel Retail at The Hershey Company, commented “We are excited to introduce the Reese’s Peanut Butter White Bar to British consumers, building on the success of the original Reese’s Peanut Butter Bar. This design evolution strengthens the consumer connection to the iconic cups, while maintaining the signature sweet and salty peanut butter experience. The innovation highlights our commitment to new flavours and formats, staying true to the Reese’s taste everyone loves. At The Hershey Company, we’re dedicated to creating exciting products that cater to evolving market preferences and consumer interests – because Reese’s is anything but ordinary.”
Designed for peanut butter enthusiasts and white chocolate flavour fans alike, the new Reese’s Peanut Butter White Bar offers a delightful take on the classic Reese’s flavour consumers love.
The recommended selling price of Reese’s Peanut Butter White Bar (90g) is £1.75 and is now available at ASDA and SPAR nationwide, with other retailers to follow soon. *
*Pricing subject to retailers’ discretion.
[1] Source: Circana Total Store, 52 w/e 22 Dec 2024, All Outlets
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