Few candies evoke such universal delight and immediate recognition as Reese’s. The iconic combination of rich chocolate and creamy peanut butter has captivated taste buds for nearly a century, establishing Reese’s as a perennial favorite and a global confectionery powerhouse. More than just a treat, Reese’s represents a triumph of flavor innovation, savvy marketing, and a relentless dedication to satisfying sweet cravings.
The Sweet Origin Story: How Reese’s Came to Be
The story of Reese’s begins not in a grand factory, but in the humble basement of Harry Burnett Reese. Born in 1879 on a dairy farm in Pennsylvania, Reese was an industrious individual with a penchant for entrepreneurship, though not always immediate success. After various ventures, including managing a dairy farm for the renowned Milton S. Hershey, Reese decided to strike out on his own in the candy business.
His early attempts with chocolate-covered almonds and raisins were not booming successes. However, his time at Hershey had provided him with invaluable knowledge of chocolate making. In 1923, H.B. Reese established the H.B. Reese Candy Company in his basement, initially focusing on a variety of confections.
It was in 1928, at the age of 49, that Reese stumbled upon what would become his greatest invention: the Reese’s Peanut Butter Cup. This ingenious fusion of milk chocolate and peanut butter was an instant hit. During the Great Depression, the “penny per cup” approach made Reese’s Peanut Butter Cups an affordable and beloved treat, helping the company not only survive but thrive. Reese leveraged his connection to Hershey by explicitly marketing his cups with the slogan “Made in Chocolate Town,” reinforcing the quality of the Hershey’s chocolate used.
The company’s fortunes received an unexpected boost during World War II. While sugar and chocolate faced strict rationing, peanut butter remained unrestricted. By 1942, H.B. Reese shrewdly shifted his focus entirely to Peanut Butter Cups, which required fewer rationed ingredients and were already his top seller. This strategic pivot allowed the company to optimize production and meet both civilian and military demand, solidifying Reese’s market dominance.
Following H.B. After Reese’s death in 1956, his six sons took over the business. In 1963, they made a monumental decision, orchestrating a tax-free stock merger with The Hershey Company, a deal valued at a substantial $23.5 million. By 1969, Reese’s Peanut Butter Cups had surpassed all other products to become Hershey’s best-selling item, a position it proudly holds to this day.
The Diverse World of Reese’s Products
While the classic Reese’s Peanut Butter Cup remains the undisputed king, the brand has expanded its empire with a vast and innovative product line, catering to diverse tastes and consumption occasions.
The Core Offerings:
Reese’s Peanut Butter Cups: The original and the best-seller, available in various sizes from miniatures to king-size.
Reese’s Pieces: Introduced in 1978, these colorful, candy-coated peanut butter morsels gained immense popularity thanks to their iconic appearance in the 1982 film E.T. the Extra-Terrestrial.
Reese’s Fast Break: A candy bar featuring a layer of Reese’s peanut butter and a layer of nougat, all covered in milk chocolate.
Reese’s Sticks: Wafer bars filled with peanut butter and covered in milk chocolate, offering a different textural experience.
Reese’s Big Cup: A larger version of the original cup, often featuring additional fillings like caramel, potato chips, or pretzels.
Seasonal & Limited Edition Delights:
Reese’s is renowned for its seasonal variations, which have become eagerly anticipated traditions. These include:
Reese’s Peanut Butter Eggs: A highly popular Easter treat.
Reese’s Peanut Butter Pumpkins, Ghosts, and Bats: Halloween staples that fly off the shelves.
Reese’s Peanut Butter Trees and Hearts: Festive shapes for Christmas and Valentine’s Day.
These seasonal items often spark lively debates among fans about which shape tastes best, with many swearing by the higher peanut butter-to-chocolate ratio of the molded shapes.
Beyond the Candy Aisle:
Reese’s has successfully transcended the candy bar category, extending its beloved flavor profile to other food products:
Reese’s Puffs Cereal: A popular breakfast cereal featuring chocolate and peanut butter flavored puffs.
Reese’s Peanut Butter Spreads and Syrups: Allowing fans to infuse their homemade treats with the signature Reese’s taste.
Reese’s Ice Cream and Ice Cream Toppings: Collaborations that bring the chocolate and peanut butter magic to frozen desserts.
Reese’s Baking Chips: For those who want to incorporate the flavor into their cookies, brownies, and other baked goods.
The continuous innovation in Reese’s product lines demonstrates the brand’s commitment to keeping its offerings fresh and exciting for consumers, while always staying true to its core “two great tastes” concept.
The Genius of Reese’s Advertising: “Two Great Tastes” and Beyond
Reese’s marketing strategy has been as impactful as its product innovation, creating some of the most memorable and effective advertising campaigns in candy history.
Early Days: Connecting to Quality
H.B. Reese’s initial advertising linked his product to Hershey, using the slogan “Made in Chocolate Town – So They Must Be Good.” This clever association immediately positioned Reese’s as a quality product, benefiting from Hershey’s established reputation.
The “Collision” Campaign: “Two Great Tastes That Taste Great Together”
After Hershey acquired Reese’s in 1963, they launched what would become their most iconic advertising campaign in 1970. The “Collision” campaign, created by Ogilvy & Mather, featured humorous scenarios where someone with chocolate accidentally bumped into someone with peanut butter, leading to the accidental, yet delightful, creation of a Reese’s Peanut Butter Cup. The unforgettable tagline, “Two great tastes that taste great together,” perfectly encapsulated the product’s unique appeal and became a cultural touchstone. This campaign ran for an extensive period and is still widely recognized today.
“There’s No Wrong Way to Eat a Reese’s”
In 1988, Reese’s introduced another highly successful campaign: “There’s no wrong way to eat a Reese’s.” This campaign celebrated the diverse and often quirky ways people consumed their Peanut Butter Cups – from nibbling the chocolate edges first, to splitting them in half to lick the peanut butter, or simply popping the whole thing in. These ads resonated deeply with consumers because they acknowledged and validated their personal eating rituals, creating a more intimate and relatable connection with the candy. This campaign also featured celebrities demonstrating their preferred eating methods, further engaging the audience.
The E.T. Phenomenon: A Marketing Masterstroke
Perhaps one of the most famous product placements in cinematic history occurred in 1982 with the release of Steven Spielberg’s E.T. the Extra-Terrestrial. When Mars Inc. rejected Spielberg’s offer to feature M&M’s in the film, Hershey seized the opportunity with Reese’s Pieces. Hershey invested $1 million in promotional tie-ins, and the gamble paid off spectacularly. Following the film’s release, sales of Reese’s Pieces skyrocketed, with some reports indicating a jump of 65% to 300%. This accidental collaboration cemented Reese’s Pieces’ place in pop culture.
More recent campaigns, such as “Anything But Ordinary,” continue to play on the playful and distinctive nature of Reese’s, often with humorous and imaginative scenarios involving peanut butter. Reese’s also actively leverages social media and participates in major advertising events like the Super Bowl, ensuring its continued relevance in the modern market.
The Global Reach and Enduring Popularity of Reese’s
Reese’s is not just an American icon; it’s a globally recognized and beloved brand. The Hershey Company, which owns Reese’s, distributes its products to over 85 countries worldwide. While the classic Peanut Butter Cup remains a staple, the company often adapts its offerings to local tastes and preferences, ensuring continued growth in international markets.
Reese’s holds significant brand value, boasting annual sales of over $3.1 billion, making it one of the top-selling candy brands globally. Its continued success can be attributed to several factors:
Unique Flavor Combination: The perfect balance of sweet chocolate and salty, creamy peanut butter is a universally appealing taste profile.
Nostalgia and Tradition: For many, Reese’s evokes childhood memories and a sense of comfort.
Constant Innovation: The brand consistently introduces new variations and product extensions, keeping consumer interest high.
Effective Marketing: Iconic advertising campaigns have built a strong brand identity and fostered deep consumer loyalty.
Versatility: Reese’s products are enjoyed on their own, in baked goods, and as ingredients in various desserts.
The Art and Science of Making a Reese’s Peanut Butter Cup
The process of creating that perfect Reese’s Peanut Butter Cup involves a blend of precise engineering and culinary art. While specific details are proprietary, the general process includes:
Chocolate Shell Formation: Molten milk chocolate is poured into custom-designed molds, forming the outer shell and ridges of the cup.
Peanut Butter Filling: A precisely measured amount of the signature creamy peanut butter filling is dispensed into the chocolate shell. Reese’s peanut butter is known for its distinct flavor, achieved through a specific roasting process and blend of ingredients (peanuts, sugar, dextrose, salt, and preservatives).
Top Chocolate Layer: Another layer of molten chocolate is added to seal the cup, creating the familiar flat top.
Cooling and Solidification: The cups are then passed through cooling tunnels to allow the chocolate to set and solidify.
Demolding and Wrapping: Once solid, the cups are carefully demolded and individually wrapped in their distinctive orange paper liners, ready for packaging.
The company constantly invests in advanced manufacturing technologies to ensure consistency, efficiency, and the highest quality product. For example, Hershey’s new Reese Chocolate Processing (RCP) facility, opened in 2025, is described as its first fully integrated digital manufacturing plant, designed for increased speed, greater capacity, and maximum agility.
FAQs
What is Reese’s?
Reese’s Peanut Butter Cups are an iconic candy created in 1928 by H.B. Reese, a former employee of Hershey’s. They feature a smooth peanut butter core enrobed in Hershey’s milk chocolate and are now produced by The Hershey Company
What varieties of Reese’s are available today?
A rich lineup includes:
Classic Cups – Standard milk‑chocolate cups in multiple pack sizes
Miniatures, Thins & King‑Size – From bite‑size minis to ultra‑thin cups (2018) and larger king-size editions
Big Cups – Thicker cups with higher peanut butter ratio; includes limited-time fillings like caramel, pretzel, potato chip, and chocolate lava
Jumbo Cup – Released summer 2024; a whopping 2.8 oz version, twice the size of a Big Cup
Flavor Innovations (2025):
PB&J Big Cups (grape & strawberry): nostalgic twist with jelly filling
Red Velvet Mini & Standard: Valentine’s limited edition
Ongoing treats in Hershey collaborations, such as Crumbl brownies featuring Reese’s pieces
Who owns Reese’s?
Originally part of H.B. Reese’s candy business, the brand became part of Hershey’s in 1963. Today, Reese’s remains one of Hershey’s most successful brands and netted approximately $3.1 billion annually
How do you pronounce “Reese’s”?
The correct pronunciation is “REE-siz”, rhyming with “pieces”, not “REE-seez”
Are there any non-dairy or plant-based options?
Yes! The Reese’s Plant-Based Oat Milk Cups, introduced in 2023, provide a vegan-friendly alternative
Are Reese’s products gluten-free?
Over 100 Reese’s items are labeled gluten-free, including standard cups and many variants. Always check packaging for allergen declarations
Can dogs eat Reese’s?
No. Reese’s cups contain chocolate, which is toxic to dogs. If ingestion occurs, contact your veterinarian immediately .
To conclude
Reese’s continues to innovate while honoring its classic combination of peanut butter and chocolate. With new product lines like the Jumbo and PB&J Big Cups, plus seasonal flavors and collaborations, Reese’s stays fresh and relevant in 2025. The brand’s legacy—dating back to 1928—and its ownership by Hershey’s reinforce its market trustworthiness.
Whether you’re craving nostalgia, exploring plant-based alternatives, or wondering about allergen safety, these FAQs provide the latest answers. Reese’s remains a heavyweight champion in the candy world—offering variety, quality, and joy in every bite!
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