New Reese’s Products Evoke Childhood Nostalgia

The Hershey Company’s Reese’s brand is “reviving iconic flavors that made childhood lunches memorable” with new limited-time mashup flavors including Reese's Marshmallow Cup and the return of the Reese's Strawberry PB&J Cup.

“The launch comes in response to strong consumer interest, with Reese’s Strawberry PB&J returning to shelves by popular demand and Reese's Marshmallow debuting as one of the brand's most requested flavors on social media,” the company said.

Hershey’s said the new Reese's Marshmallow Cup features milk chocolate, Reese's classic peanut butter and a layer of marshmallow-flavored filling. The returning Reese’s Strawberry PB&J Cup features milk chocolate and Reese's classic peanut butter with a layer of strawberry-flavored filling.

Both flavors are now available nationwide for a limited time and are offered in Standard Big Cups, King Big Cups and Snack Size Bag sizes.

NACS has been keeping an eye on the nostalgia trend. With Millennials and Gen Z now accounting for about 32% of consumer spend, brands are leaning into fueling these generations’ nostalgia with flavors and collaborations from their childhood.

The Hershey Company also recently celebrated March Madness basketball with Shaquille O'Neal’s Shaq-A-Licious SLAMS as the official gummy partner of the NCAA. Shaq-A-Licious gummies were a part of the action throughout Final Four Weekend during fan activities and Shaquille's Big Pod podcast.

Earlier this month, Hershey held its 2026 Investor Day at the New York Stock Exchange and announced plans to expand beyond its chocolate business with investments in snacking categories and supply-chain modernization.

Hershey said that it plans to broaden its portfolio with premium and better-for-you products, while also accelerating growth in salty and functional snacking categories.

Alternative snacks