New Hershey’s Reese’s Peanut Butter Cups Are Missing One Key Ingredient

The Hershey Company (HSY) has unveiled a new Reese’s Peanut Butter Cup, but for some candy lovers, a key ingredient is missing.

The candymaker is targeting peanut butter lovers with the introduction and has eliminated all chocolate from the treat. Now the Reese’s Ultimate Peanut Butter Lovers Cups – for a limited time – will feature a peanut butter shell sans chocolate.

The candy will continue to be stuffed with the same peanut butter inside and feature a 100% peanut butter candy-flavored shell on the outside of the cup.

This is the first time in Hershey’s 90-year history that it has removed the chocolate from its Reese’s Peanut Butter Cups.

Hershey said that consumers were clamoring for more peanut butter after releasing its Reese’s Peanut Butter Lovers Cups, which were available in limited runs in 2019 and 2020.

“While launching a Reese's Cup with absolutely no chocolate might come as a shock, we're giving the truest peanut butter fans something to go wild about,” Margo McIlvaine, Reese's brand manager, said in a statement.

“The frenzy that comes with changing an icon like the Reese's Cup is real – but you can still enjoy the classic plus get more peanut butter flavor with a new option that's every peanut butter lover's dream!” she added.

The Reese’s Ultimate Peanut Butter Lovers Cup will be offered in standard, king size, and miniatures, selling for about $1.09, $1.79, and $4.09, respectively. They will be available at retailers nationwide in early April, Hershey said.

Hershey said it is also bringing back the Reese’s Peanut Butter Lovers Cups and has more peanut butter lover surprises coming in the upcoming weeks.

Hershey's recently launched the KitKat V - a vegan KitKat bar that uses plant-based ingredients, including 100% cocoa from sustainable sources.

Shares of Hershey were trading at $145.60 as of 1:18 p.m. EST, up 41 cents or 0.28%.