the hell with it.


Reese’s is putting pretzels in peanut butter cups, because ‘the hell with it, it’s 2020’

Alexis Benveniste, from CNN Business, reports the following big news from the world of confections:

This year has been far from sweet, so Reese’s is embracing its salty side by adding pretzels to its peanut butter cups. The Hershey’s candy brand, which launched ‘breakfast cakes’ last month, introduced the newest addition with the slogan: “The hell with it. It’s 2020.”

The candy giant is nervous about Halloween this year, which typically accounts for 10% of Hershey’s annual sales, as the pandemic threatens to put a damper on trick-or-treating. The company is shifting its strategy for what is typically its biggest season. That means less Halloween-focused packaging and more family-sized packs, as many Americans gear up to celebrate at home. Reese’s with pretzels are set to hit stores in November, and the mini cups with pretzels won’t be available until January 2021.

“Let’s face it, we’re all feeling a little bit salty this year,” Ian Norton, Reese’s senior director, said in a statement. “In true Reese’s fashion, we channeled our feelings into sweet and salty deliciousness with new Reese’s Big Cups with Pretzels.”

Hershey, like other confectioners, relies on impulse purchases to drive sales. But people are shopping less during the pandemic, making new and somewhat outrageous candy combinations more important than ever for junk food companies. That’s why there are seemingly two dozen flavors of M&Ms in the candy aisle and a new variety of Lay’s potato chips every month.

“fortune befriends the bold.”

-emily dickinson

77 responses »

  1. I am a big fan of Reese’s Peanut Butter Cups, as I live close enough to smell them roasting the cocoa at the Hershey factory. And I am all for innovation and creativity. But the Reese’s Peanut Butter Cup requires no adulteration. It is perfection as it is. But who am I to fight the titans of industry and marketing? We are always in the pursuit of something new!

    Liked by 1 person

  2. It reminds me of the classic line of surrender from this 1974 films: “Forget it, Jake. It’s Chinatown.” That’s 2020 in a nutshell, so bring it on! Oh, and next week I will be sharing something from the culinary world that you will never be able to unsee – and I ate it!

    Liked by 1 person

  3. Reese’s are my favorite. I don’t mind this flavor combo and funny marketing but for some reason I think they’ve done it before. I could be wrong though. So long as this isn’t going to replace the classic… it’s interesting.

    Liked by 2 people

  4. I donโ€™t know about this one. I mean when they put in in ice cream I was like bring it on! Genius! But not sure Ben&Jerrry would agree with this creation. Havenโ€™t tried it but if I had a choice between the OG and this … Iโ€™d stick with whatโ€™s been working for years. If it was the last bag and we were in a pandemic… Walking Dead Style … Iโ€™d definitely grab a bag though.

    Liked by 2 people

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