Available now in Asda and Spar stores nationwide – with other retailers to follow soon – this new release pairs Reese’s smooth peanut butter filling with a white chocolate flavour coating.
The Reese’s Peanut Butter White Bar’s design incorporate the shape of the iconic Reese’s Peanut Butter Cups into the mould, bringing the brand’s most recognisable format into this NPD.
Building on the original
Jackson Hitchon, general manager of Europe, Middle East, Africa, and World travel retail at The Hershey Company, commented: “We are excited to introduce the Reese’s Peanut Butter White Bar to British consumers, building on the success of the original Reese’s Peanut Butter Bar.
“This design evolution strengthens the consumer connection to the iconic cups, while maintaining the signature sweet and salty peanut butter experience.”
The new variation offers an alternative to the classic combination of peanut butter and milk chocolate flavour, expanding the range to appeal to changing consumer tastes. White chocolate is the second-largest flavour segment after chocolate, growing by +32.9% in 2024 – up £14.5m in total sales (Circana Total Store).
“The innovation highlights our commitment to new flavours and formats, staying true to the Reese’s taste everyone loves,” Hitchon added.
Evolving market
“At The Hershey Company, we’re dedicated to creating exciting products that cater to evolving market preferences and consumer interests – because Reese’s is anything but ordinary.”
Reese’s Peanut Butter White Bar (90g) launches with a recommended retail price of £1.75.
Meanwhile, US chocolate giant The Hershey Company is on the hunt for its next chief executive following the announcement that Michele Buck plans to step down from the role.
Buck, who currently serves as chairman of the board and president of the confectionery manufacturer, revealed her intention to retire from the company effective 30 June 2026.
