The Reese’s brand is bringing a new twist to its line-up with the launch of a Peanut Butter White Bar. The innovation pairs Reese’s signature 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).
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.”
With an RRP of £1.75 (90g), Reese’s Peanut Butter White Bar is rolling out in Asda and SPAR stores nationwide, with other retailers to follow.
