Is there anything more classic than peanut butter and jelly? This simple, nostalgic pairing has spanned generations, and now Reese’s is putting its own spin on the beloved snack.
Reese’s has finally made that dream a reality with the launch of Reese’s PB&J Big Cups, a multi-layered treat that recreates the classic childhood lunch. As we speak, two of the popular PB&J flavors—Strawberry and Grape—are rolling out to retailers nationwide, and Food & Wine was lucky enough to get a sneak peek at the treat. We can happily confirm that the treat features a thick, creamy layer of peanut butter and a thin layer of sweet jelly, in typical Reese’s style.
“People love the combination of peanut butter and chocolate, and sometimes they’re just looking for that extra element that enhances the taste,” Melissa Blette, senior brand manager at Reese’s, tells Food & Wine. “That’s what we’re doing with this project—how do we continue to make it a Reese’s variation that people are willing to try, in addition to the original that they already love?”
Interested in picking up a pack? The brand confirmed that the products will be available at various retailers for a limited time in a variety of formats, including standard, jumbo, and snack packs. The jumbo packs are already listed on Family Dollar’s website, while other options are available at Walmart for less than $2. Bulk packs are also available on Hershey’s online store for $16 per 16-pack.
Reese’s Big Cups, which feature a higher ratio of peanut butter to chocolate, recently hit shelves. You may have noticed the Chocolate Lava or Caramel Big Cups in stores—but this is the first time Reese’s has added jelly to the super-sized snack.
Rumors of this peanut butter and jelly combo have been swirling online for months, and the debut of the new treat has created quite a buzz. The brand set the stage for the launch yesterday by unveiling a timely “new” product—the Reese’s Peanut Butter and Jelly Sandwich. On Instagram, however, commenters were mostly not fooled by the April Fools’ joke. Instead, they pleaded for an early launch of the rumored peanut butter and jelly giant cups.
Blette said the playfulness fits in well with the brand.
“As a brand, Reese’s likes to have fun. It’s confident in what it’s doing, but has fun with it,” Blette said. “We’ve never done this trick on April Fools’ Day before, and knowing that April 2 is National PB&J Day, it was nice to have some fun with it.”
Funny fact: Reese’s says it puts 160 million pounds of peanut butter in its peanut butter cups each year, which is enough to produce more than 1 billion classic PB&J bars.
That’s enough to satisfy any appetite — or in this case, a sweet tooth.
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