Reese's are planning to release Peanut Butter Cups 40 percent thinner than we're used to
Peanut butter and chocolate is always a winning combination, but I can never get the right ratio when I'm at home. Nutella and peanut butter should be one of those things which you can whip up within a second's notice, combining delicious spreads in holy matrimony, but more often than not, such a decision leaves me in tears.
Simply put: nobody gets it right quite like Reese's does, with their peanut butter cups the ultimate blend of chocolate and peanut butter, delighting millions around the world and personally giving me life. But while most of their competitors have concluded that bigger is better, Reese's have decided that less is more when it comes to their flagship offering.
We've already talked about Oreo and their genius idea to add even more Stuf with their incredible Most Stuf cookie, but in response to that, Reese's very curiously elected to go the other way. How could they do this to us?
In an attempt to find out what we'd done wrong to Reese's, Business Insider spoke to Michele Buck, who's the president of Hershey North America - the parent company of Reese's.
Here's what she had to say. Referring to these new 40 percent thinner Reese's Peanut Butter Cups - officially known as Reese's Thins - Buck said this was more of a "permissibility" option. Something you could munch down on when you're not feeling like eating all of that chocolate in one sitting. Madness, I know.
"Consumers love Reese's in all shapes and sizes. And now, they will have a new experience with a new benefit with our launch of Reese's Thins. This product is about 40% thinner than the original cup, and it appeals to those consumers who want something sweet with more permissibility."
Naturally, because this is Reese's Peanut Butter Cups and because it is also 2018, the internet was extremely unhappy with this latest Reese's development, and took to Twitter to express their deepest displeasure at the dastardly diminishing of their desired delectable dessert.
The official line from Hershey's is that these thinner Peanut Butter Cups might help to boost them financially, as increased costs are forcing the chocolate company to have to resort to other ways to improve their profit margins. It's part of a wider effort to revamp the Reese's brand, and we already saw a little of that in May.
That, for those of you with a short memory, is when we saw the introduction of Reese's Outrageous, which is a pretty wild chocolate bar stuffed with peanut butter, caramel and (of course) Reese's pieces. Plus, they're already coming out with Reese's Pieces in chocolate bar form, which'll be on shelves come December.
All in all, it's a pretty sad time. But look on the bright side: with the new innovation not expected till at least March, you'll have plenty of time to eat your normal-sized Reese's Peanut Butter cups. Or, more likely, stockpile all the Peanut Butter Cups so you'll never have to look at those Reese's Thins.