Reese's Brand Did It Again - Meet Your New Favorite Snack, Reese's Filled Pretzels

Rhea-AI Summary

Hershey (HSY) has announced the nationwide launch of Reese's Filled Pretzels, combining their iconic peanut butter filling with crunchy pretzels. The new product from Reese's, currently the #1 candy franchise in the US, features a thick and creamy peanut butter center enclosed in a pretzel shell, creating a sweet and salty snacking experience.

The product will be available in three different sizes: 5-ounce bags, 9-ounce pouches, and 18-ounce jars. According to Natalie Perera, Director of salty snacks at Hershey, this launch represents a new way for consumers to enjoy the signature Reese's peanut butter taste. The product is currently rolling out nationwide, with pricing to be determined by individual retailers.

Positive

• Product expansion into salty snacks category, diversifying revenue streams
• Leveraging strong Reese's brand (#1 candy franchise in US) for new product launch
• Multiple size options to target different consumer segments and occasions

Negative

• Pricing strategy left to retailers' discretion, potentially affecting margins
• Entering competitive salty snacks market with established players

News Market Reaction – HSY

+3.18%

1 alert

+3.18% News Effect

On the day this news was published, HSY gained 3.18%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

We took pretzels, packed them with Reese's peanut butter filling, and changed the snack aisle forever 

HERSHEY, Pa., April 9, 2025 /PRNewswire/ -- You may want to sit down for this. Reese's, the No. 1 candy franchise in the US¹ just dropped a new snacking sensation. Introducing Reese's Filled Pretzels – the crunchy, peanut-butter packed combo you didn't see coming but absolutely needed. (Here's a napkin, you're drooling.)

We may have reached the summit of snacking with this one. Picture the center of a Reese's nestled inside a crunchy pretzel—a mouthwatering combination that perfectly balances salty and sweet. The secret to this treat? A thick and creamy peanut butter filling that delivers Reese's iconic taste. The snack aisle just got a lot more awesome.

"We know our fans are always on the hunt for new ways to get their Reese's peanut butter fix and trust us, this one's a total game-changer," said Natalie Perera, Director of salty snacks at The Hershey Company. "Crunchy, creamy, sweet, salty – it's like the snack universe finally got it right. One bite, and you'll get it."

Whether it's game day, movie night, or a 3 p.m. snack attack, Reese's Filled Pretzels are the ultimate snack satisfaction. The best part? Reese's Filled Pretzels are rolling out nationwide right now in three sizes: 

• 5-ounce bags (for snacking when you're on the move)
• 9-ounce pouches (just the right size for a me-time snack break)
• 18-ounce jars (big enough to share…if you're feeling generous)

Look for Reese's Filled Pretzels at your favorite snack spot and grab a bag, pouch or jar before they're gone. Follow @Reeses on social media for the latest brand news and snack updates. 

*Pricing is at the sole discretion of the retailer. 

About The Hershey Company
The Hershey Company (NYSE: HSY) is an industry-leading snacks company with a purpose to make more moments of goodness through its iconic brands. With more than 20,000 remarkable employees worldwide, Hershey delivers delicious, high-quality products across approximately 70 countries, generating over $11.2 billion in annual revenues. The company's portfolio includes beloved chocolate and confectionery brands such as Hershey's, Reese's, Kisses, Kit Kat®, Jolly Rancher, Ice Breakers, Shaq-A-Licious alongside popular salty snacks including SkinnyPop and Dot's Homestyle Pretzels.

For more than 130 years, Hershey has been committed to operating responsibly and supporting its people and communities. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through access to education.

To learn more visit www.thehersheycompany.com.

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¹ Circana POS $ Sales FY 2024

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SOURCE The Hershey Company

FAQ

When will Reese's Filled Pretzels be available in stores?

Reese's Filled Pretzels are rolling out nationwide starting April 2025.

What sizes are available for Reese's Filled Pretzels?

The product comes in three sizes: 5-ounce bags, 9-ounce pouches, and 18-ounce jars.

How does HSY's new Reese's Filled Pretzels differ from regular pretzels?

They feature Reese's signature thick and creamy peanut butter filling inside a crunchy pretzel shell, combining sweet and salty flavors.

What is the market position of Reese's brand for HSY?

Reese's is the No. 1 candy franchise in the United States.