Reese's Peanut Butter Cups

Reese's Peanut Butter Cups

Product type Confectionery
Owner The Hershey Company
(H.B. Reese Candy Company)
Country United States
Introduced 1928
Markets Worldwide
Tagline Reese's ...perfect
Website www.reeses.com

Reese's Peanut Butter Cups are a milk chocolate cup confection made of chocolate-coated peanut butter marketed by The Hershey Company that pioneered the way to the generic peanut butter cup. They were created in 1928 by H. B. Reese, a former dairy farmer and shipping foreman for Milton S. Hershey. Reese was inspired by Hershey and left dairy farming to start his own candy business.

The H.B. Reese Candy Company

The Harry Burnett Reese Candy Co. was established in the basement of Reese's house in Hershey, Pennsylvania.[1] Reese had originally worked at a Hershey dairy farm, and from the start he used Hershey Chocolate in his confections. Reese's Peanut Butter Cups were his most popular candy, and Reese eventually discontinued his other lines.

Reese died on May 16, 1956, passing the company to his six sons, Robert, John, Ed, Ralph, Harry, and Charles Richard Reese. On July 2, 1963, the Reese brothers merged the H.B. Reese Candy Company with the Hershey Chocolate Corporation in a tax-free stock-for-stock merger with the six Reese brothers receiving 666,316 Hershey common shares, valued in 1963 at $23.5 million. In 2013, after 50 years of stock splits, these original shares now represent sixteen million Hershey common shares valued in excess of $1 billion, paying $31 million in annual cash dividends.[2] The H.B. Reese Candy Company is maintained as a subsidiary of Hershey because the Reese plant workforce is not unionized, unlike the main Hershey plant. As of September 20, 2012, Reese's is the best-selling candy brand in the United States with sales of $2.603 billion, and is the fourth-best-selling candy brand globally with sales of $2.679 billion—only $76 million (2.8%) of its sales is from outside the United States market. Additionally, the H.B. Reese Candy Company manufactures the Kit Kat in the United States, which had 2012 U.S. sales of $948 million.[3]

Variations

A trio of different sized cups. From left: mini, regular and big cup.

Hershey's produces "limited editions" of the candy that have included:[4]

Other Reese's products

Other candy products of the Reese's division of Hershey include:

In September 2007, Hershey's began producing a new Reese's bar called Reese's Whipps. Featuring peanut butter-flavored nougat with a chocolate coating, it has been likened to a peanut butter-flavored 3 Musketeers candy bar owned by Mars, Incorporated.[6]

Hershey also produces several "pantry" items under the Reese's brand, such as Reese's peanut butter chips (analogous to chocolate chips for baking), Reese's premier baking pieces (tiny cup-shaped pieces of chocolate filled with peanut-butter, also for baking), Reese's jarred peanut butter, and Reese's toppings (including peanut butter syrup, peanut butter and chocolate topping, and Reese's Magic Shell) and sprinkles for ice cream.

For the July 2008 release of the Batman feature film The Dark Knight, Reese's released two limited time products: blue and black Reese's Pieces with Batman's likeness on the packaging, and Reese's peanut butter-filled chocolate Batman logos which were sold individually and roughly the size of two Reese's cups combined.[7][8]

The fact that Reese Sticks digressed from the normal Reese's naming pattern was pointed out by Paul Lukas in his zine Beer Frame.[9] As Lukas noted, even though the official name was Reese Sticks, most people he casually surveyed pronounced it unknowingly as Reese's Sticks. In 2009, Hershey's changed the name officially to Reese's Sticks.

Holiday editions

During the seasons when retailers offer holiday-themed candies, Reese's Peanut Butter candies are available in various shapes that still offer the standard confection theme of the traditional Reese's cup (peanut butter contained in a chocolate shell). They are sold in a 6-pack packaging configuration but are usually available individually. Although exterior packaging is altered to reflect the theme of the representative holiday, the actual holiday itself is never presented.[10]

Reese's Peanut Butter Hearts

Available mainly during January and February, these are heart-shaped confections representing Valentine's Day. At various retailers, an individually-packaged, larger heart is available as well. These are packaged in all-red exterior packaging.

Reese's Peanut Butter Eggs

Available mainly during March and April, these are egg-shaped confections representing Easter. Exterior packaging is usually yellow and orange (milk chocolate), white and orange (white chocolate), or dark brown and orange (fudge-flavored chocolate). This is the only holiday-themed item available in three various chocolate varieties.[11] A larger, individually-packaged Easter Bunny Reese's peanut butter item, known as Reester Bunny, is available as well. Also, Reese's Pieces are offered in Pastel Eggs.

Reese's Peanut Butter Pumpkins

Available mainly during September and October, these are pumpkin-shaped confections representing Halloween. The packaging is purple and orange.

Reese's Peanut Butter Trees

Available mainly during November and December, these are evergreen tree-shaped confections representing Christmas. At various retailers these may be available in standard milk chocolate or white. Formerly, the packaging was green, white, and orange, but has been changed to the traditional orange packaging with an evergreen tree on the cover. Another product offered is Reese's Peanut Butter Bells, which offers miniature Reese's cups in a Christmas bell shape. A third product is a milk chocolate-covered Reese's Snowman, wrapped in a snowman foil. The peanut butter snowman is three times larger than the peanut butter tree, egg or pumpkin.[12]

In December 2005, it was noted that some of the holiday shaped Reese's candies (such as the Bells) contain gluten, unlike the standard peanut butter cups.[13]

In November 2015, consumers criticized the product via Twitter for bearing too vague a resemblance to a Christmas tree.[14]

Licensed foods

Hershey licenses the Reese's brand (name, logo, etc.) to various companies for the production of other products beyond the traditional realm of candy. For example, General Mills produces Reese's Puffs, a brand of peanut butter and chocolate flavored breakfast cereal. Several companies, including Breyers, Baskin-Robbins, and Dairy Queen, produce various licensed Reese's ice cream products.

Marketing and advertising

The Reese's logo

In the United States, Reese's Peanut Butter Cups typically come in packs of 2, 4, 5, 10 or 20 in distinctive orange packaging, set on thin but rigid paperboard trays. The "Classic" two-pack is a 0.75 oz. cup since 2001 (originally a 0.9 oz. size, reduced to 0.8 oz. in 1991), the "King Size" four-pack introduced in the early 80's is a 0.7 oz. cup (originally a 0.8 oz. cup until 1991) and the "Lunch" eight-pack is a 0.55 oz. cup. "Large Size" packs of three 0.7 oz. cups, as well as bags containing 0.6 oz. cups, are also available. The "mini" cups come in various bag sizes and foil colors for seasonal themes like red, gold and green for the Christmas holiday season. In Canada, where they are packaged as Reese Peanut Butter Cups (except Reese's pieces), but still widely referred to by their American name, they come in a standard pack of three 0.55 oz. cups or the king-size variation with four cups. In the United Kingdom and Ireland, they were originally available only in two-packs, though are now only available in three-packs, imported from Canada. In 2008 Reese's Peanut Butter Cups were made available in Europe by Hydro Texaco and 7-Eleven. In Australia, Reese's products can be found in many specialty candy stores, as well as from American stores such as Costco.

In the 1970s and 1980s, a series of commercials were run for Reese's Peanut Butter Cups featuring situations in which two people, one eating peanut butter and one eating chocolate, collided. One person would exclaim, "You got your peanut butter on my chocolate!" and the other would exclaim, "You got your chocolate in my peanut butter!". They would then sample the mixture and remark on the great taste, tying in with the slogan "Two great tastes that taste great together."

In the 1990s, the product's slogan was: "There's no wrong way to eat a Reese's." The current slogan, introduced in the mid-2000s, is: "Perfect".

Reese's was an associate sponsor of NASCAR drivers Mark Martin (1994), and Kevin Harvick (2007–2010).

References

External links

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