Reese's Turns Childhood Lunch Classics into Limited-Edition Peanut Butter Cups

Rhea-AI Summary

Reese's (NYSE:HSY) is launching two limited‑edition peanut butter cups: the new Reese's Marshmallow Cup and the returning Reese's Strawberry PB&J Cup, available nationwide beginning April 7, 2026.

Both flavors pair Reese's classic peanut butter and milk chocolate with a marshmallow or strawberry filling and are offered in Standard Big Cups, King Big Cups, and Snack Size Bags for a limited time.

News Market Reaction – HSY

-0.48%

-0.48% Session close to close

In the Apr 7 session, HSY declined 0.48%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement adds another limited-time Reese’s innovation to Hershey’s portfolio, building on r...

Analysis

This announcement adds another limited-time Reese’s innovation to Hershey’s portfolio, building on recent launches and brand campaigns highlighted throughout March 2026. When viewed alongside the company’s "Lead Next Generation Snacking" strategy and reaffirmed guidance, it underscores a focus on flavor extensions and consumer engagement. Investors may watch future updates on net sales growth, organic performance, and how repeated product drops translate into sustained demand and pricing power.

Historical Context

5 past events · Latest: Mar 31 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Mar 31	NCAA gummy launch	Positive	-2.6%	Launch of Shaq-A-Licious SLAMS gummies tied to NCAA Final Four events.
Mar 31	Investor Day coverage	Positive	-2.6%	NYSE content highlighting Hershey’s 2026 Investor Day and strategic plans.
Mar 31	Strategy & guidance	Positive	-2.6%	Investor Day outlining next-gen snacking strategy and reaffirmed 2026 guidance metrics.
Mar 19	Reese’s sweepstakes	Positive	-1.0%	Reese’s March Madness fan sweepstakes and in-person Final Four activations.
Mar 10	New snack mix launch	Positive	-1.7%	Nationwide rollout of Dot’s Original Snack Mix in multiple bag sizes.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent brand and strategy announcements have coincided with negative 24-hour price reactions, suggesting a pattern of weakness following marketing and product news.

Recent Company History

Over the past month, HSY has focused on brand-building and snacking innovation. Investor Day outlined a strategy to "Lead Next Generation Snacking" and reaffirmed 2026 guidance with targets for net sales, organic growth, and strong EPS gains. Concurrently, Reese’s and Dot’s launched multiple new products and NCAA-linked campaigns. Despite these seemingly positive developments, HSY’s shares saw 24-hour declines of -2.65%, -1.01%, and -1.7% following these releases, framing today’s Reese’s flavor launch against a backdrop of muted market enthusiasm for similar news.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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The new Reese's Marshmallow Cup joins the returning fan‑favorite Reese's Strawberry PB&J, delivering a nostalgic take on lunchtime

HERSHEY, Pa., April 7, 2026 /PRNewswire/ -- The Reese's brand is reviving iconic flavors that made childhood lunches memorable for its newest flavor mashup.  Inspired by PB&J as well as marshmallow sandwiches of the past, Reese's is introducing the new Reese's Marshmallow Cup and bringing back the fan-favorite Reese's Strawberry PB&J Cup, as limited-time offerings. The flavors offer a playful, elevated take on classic combinations with a distinctly Reese's-style twist. The launch comes in response to strong consumer interest, with Reese's Strawberry PB&J returning to shelves by popular demand and Reese's Marshmallow debuting as one of the brand's most requested flavors on social media.

"Somewhere between childhood and adulthood, lunch lost its magic," said Melissa Blette, Senior Brand Manager, Reese's. "Reese's is here to shake things up and bring the fun back with a bold, signature combination that is unmistakably Reese's. We took flavors people grew up loving and combined them with our iconic peanut butter cup, because if you're going to do lunch, you might as well do it the Reese's way."

Flavor Profiles & Details

• The new Reese's Marshmallow Cup features smooth milk chocolate, Reese's classic peanut butter with a layer of marshmallow flavored filling.
• The returning Reese's Strawberry PB&J Cup features the same signature milk chocolate, Reese's classic peanut butter with a layer of strawberry flavored filling.

Where Fans Can Find The New Reese's Products
Both flavors are now available nationwide for a limited time and are offered in Standard Big Cups, King Big Cups and Snack Size Bag sizes.  Pricing is at the sole discretion of the retailer.

FAQs

What inspired these flavors of Reese's?
Reese's took flavors people grew up loving and gave them the unmistakable Reese's treatment. Inspired by classic PB&J and marshmallow sandwiches, these limited‑edition Cups put a bold spin on familiar favorites, proving once again that no one does flavor mashups quite like Reese's.

Why is Reese's bringing back the Strawberry PB&J?
After a strong debut in 2025, fans made it clear they wanted more and at Reese's, we listened. Strawberry PB&J quickly became a standout, and bringing it back was an easy yes.

Are these flavors part of the permanent Reese's lineup?
No, these flavors are available for a limited time only.

What sizes are the flavors available in?
Both flavors are available now, nationwide for a limited time and are offered in Standard Big Cups, King Big Cups and Snack Size Bag sizes.

About The Hershey Company
The Hershey Company is an industry leading snacks company known for making more moments of goodness through its iconic brands, remarkable people and enduring commitment to doing the right thing for its people, planet, and communities. Hershey has more than 20,000 employees in the U.S. and worldwide who work daily to deliver delicious, high-quality products. The company has more than 90 brand names in approximately 80 countries that drive more than $11.2 billion in annual revenues, including Hershey's, Reese's, Kisses, KIT KAT®, Jolly Rancher, Twizzlers, and Ice Breakers, and salty snacks including SkinnyPop, Pirate's Booty and Dot's Homestyle Pretzels.

For over 130 years, Hershey has been committed to operating fairly, ethically and sustainably. 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 equitable access to education.

To learn more visit www.thehersheycompany.com.

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SOURCE The Hershey Company

FAQ

What did Reese's (HSY) announce on April 7, 2026 about new flavors?

Reese's announced limited‑edition launches: a new Marshmallow Cup and returning Strawberry PB&J Cup. According to the company, both pair classic peanut butter and milk chocolate with a marshmallow or strawberry filling and are available nationwide in multiple sizes for a limited time.

When will the Reese's Strawberry PB&J Cup return to shelves and why?

The Strawberry PB&J Cup returned by popular demand starting April 7, 2026. According to the company, strong consumer interest after its 2025 debut prompted the relaunch, with fans requesting more of the flavor on social media and through retail feedback.

What is inside the new Reese's Marshmallow Cup from HSY?

The Marshmallow Cup contains milk chocolate, Reese's classic peanut butter, and a marshmallow‑flavored filling. According to the company, the product blends those elements into a nostalgic, limited‑time mashup inspired by marshmallow sandwiches and childhood lunches.

Which package sizes are available for the limited‑edition Reese's cups?

Both limited‑edition flavors are offered in Standard Big Cups, King Big Cups, and Snack Size Bags. According to the company, these sizes are available nationwide for a limited time and retailers set pricing at their discretion.

Are the Reese's Marshmallow and Strawberry PB&J Cups permanent additions to the lineup?

No, both flavors are limited‑time offerings and are not permanent. According to the company, they are being offered temporarily nationwide to respond to consumer interest and social media requests, with availability subject to retailer stocking and timing.

How can consumers find the new Reese's limited‑edition flavors from HSY?

Consumers can find both flavors nationwide while supplies last beginning April 7, 2026. According to the company, products are distributed to retailers in Standard Big Cups, King Big Cups, and Snack Size Bags, and pricing is determined by each retailer.