Snacks maker Hershey unveils salty pretzel-filled Reese’s Cups in US

USA – American confectionery, beverage and snacks company, Hershey Company has expanded its Reese’s range of Peanut Butter Cups with the introduction of a new variant containing pretzels.

The confectionery mashup which will be available from November is a twist on the classic peanut butter cup that is bigger, saltier and packed with pretzel pieces.

Additionally, Reese’s Peanut Butter Cups with Pretzels Miniatures will be launched in January 2021 and according to the company, the new variants will be a permanent addition to its line-up at retailers nationwide.

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

Hershey has also announced the upcoming launch of Reese’s Big Cups with potato chip pieces, which will be available for a limited time beginning in March 2021.

The company has made plans of investing US$135 million to expand its manufacturing facility in Augusta County, marking its second major expansion of the operation since 2019.

The investment plan follows the company completing the sale of the artisanal jerky brand, Krave back to its previous owners, Sonoma Brands, for an undisclosed amount.

Krave was established in 2009 and later emerged as one of the leading jerky brands – elevating the gas station snack with a culinary twist which resulted in the brand’s acquisition by The Hershey Company in 2015 for US$218.7 million.

Krave has continued to stand out in the protein category with innovative products and flavors offering a diverse portfolio of protein snacks that currently features a roster of Krave Meat Cuts, Krave Pork Rinds and Krave Plant-Based Jerky, the brand’s most recent launch.

The private equity investor and incubator led by Sonoma-based Jon Sebastiani, who is also the founder and creative force behind the brand, said that with the acquisition, innovation for the brand is expected to be further catapulted.

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