Hershey Focuses on Reese’s Brand For New Releases

The Hershey Company’s Reese’s Pieces brand is rolling out its new Reese’s Pieces with Chocolate Cookie—the first U.S. Reese’s Pieces innovation in the last 10 years, the company said. “Reese’s Pieces with Chocolate Cookie combines the brand's iconic creamy peanut butter flavor with a crispy chocolate cookie center, for a bold, poppable snack, packed with layers of flavor and texture in every bite,” the company said.

Hershey said the innovation taps into consumers' “growing appetite for snacks with satisfying texture, creating a mini bite that's as fun to eat as it is delicious.”

Reese’s Pieces with Chocolate Cookie is available now in pouches, with king size to follow later in 2026.

Also at Reese’s, the Reese’s brand is celebrating the one year anniversary of introducing the Reese’s Oreo Cup with a new campaign featuring Lindsay Lohan, Amy Sedaris and Director Patricia Arquette.

“Directed by Patricia Arquette with Creative Production led by Juxtapose Studio, the anniversary campaign celebrates the product's remarkable first year while recognizing the fans who spent years championing the pairing before it officially existed. The creative reinforces a simple truth at the heart of the Reese’s Oreo story: some pairings feel destined from the start,” Reese’s said.

Since launching, Hershey’s said that Reese’s Oreo has delivered over $188 million in retail sales to date.

Earlier this summer, Hershey’s ONE protein line introduced the new ONE x Reese's Peanut Butter Chocolate Flavored Layered Protein Bar, “delivering an experience that Hits Like Reese's with the perfect combination of chocolate and peanut butter.” The bar pairs Reese's flavor with 18 grams of protein.