- Hershey on Thursday released the first photo of Reese’s Thins, a version of the traditional Reese’s Peanut Butter Cup that’s 40% thinner and set to launch in March.
- The new version of the Reese’s Cup sparked backlash when it was announced last week.
- The first Reese’s Thins ad seeks to defend the treat from criticism, with the tagline “No wrong way … just more ways. #NotSorry.”
Hershey on Thursday released the first photo of its upcoming Reese’s Peanut Butter Cup that’s 40% thinner than the traditional version – and its first defence of the lower-calorie treat.
The sweets company revealed what Reese’s Thins would look like compared with other Reese’s Cups. The ad is already defending the Thins from criticism, with the tagline “No wrong way … just more ways. #NotSorry.”
Hershey announced on a call with investors last week that it planned to launch a new product called Reese’s Thins in March.
“This product is about 40% thinner than the original cup, and it appeals to those consumers who want something sweet with more permissibility,” Michele Buck, Hershey North America’s president, said on the call.
Hershey said it would not stop selling the original Reese’s Cups. But many people on social media said they were infuriated by the mere existence of a thinner version. Their biggest complaint was a simple one: They want a fatter Reese’s Cup, not a thinner one.
In a press release on Thursday, Hershey attempted to appease customers.
“America, we’re excited to give you another way to enjoy that irresistible, delicious, salty, sweet combo that can only come from Reese’s,” Veronica Villasenor, the Reese’s brand senior director, said in a statement. “We’re giving you what you want, for every part of your day, and you can have more than one. You’re welcome.”
Other Reese’s Cup sizes include miniatures, mini king size, snack size, and king size. Hershey has been adding even more versions of the beloved brand in an attempt to boost sales.
In May, the company launched Reese’s Outrageous, a chocolate bar stuffed with peanut butter, caramel, and Reese’s Pieces. It is also set to debut Hershey’s with Reese’s Pieces in bar form in December.