If you didn’t know, March 1 was National Peanut Butter Lover’s Day. A day to appreciate the smooth or sometimes crunchy substance made from the humble peanut. And you know brands went all in to celebrate the occasion, perhaps none more so than Reese’s. The company used the holiday to announce a bold new product: Reese’s Ultimate Peanut Butter Lovers Cups. We say bold because these Reese’s Cups have no chocolate, which is a choice. It’s peanut butter contained by… more peanut butter. Specifically peanut butter candy flavor.
To paraphrase an overly quoted line from Jurassic Park: Reese’s was so preoccupied with whether or not they could, they didn’t stop to think if they should.
And should Reese’s have done this? We’re feeling conflicted.
Personally, I’m a fan of miniature Reese’s and mini sizes of the company’s various holiday shapes. Mini Easter peanut butter eggs are absolutely perfect specimens of the candy with either the milk or white chocolate coating. The smaller sizes provide just the right ratio of chocolate to peanut butter filling. Because you need chocolate to balance Reese’s peanut butter. I’m a fan of the kind of grainy but still satisfying peanut butter, but only in small quantities. The idea of Reese’s Cups without chocolate never would have occurred to me. But apparently it does appeal to some folks, and you know what? I’m genuinely happy for them.
Ultimate Peanut Butter Lovers Cups will be available in standard, king size, and miniature forms at retailers nationwide beginning in early April. The brand is also bringing back Peanut Butter Lovers Cups. Reese’s says it has “more tricks up its sleeve” for the upcoming weeks, too.
Honestly, we’re a little scared.
Amy Ratcliffe is the Managing Editor for Nerdist and the author of The Jedi Mind, available now. Follow her on Twitter and Instagram.