# Double-Peanut Butter Candy Cups The Reese’s Ultimate Peanut Butter Lovers Cups Have No Chocolate By Michael Hemsworth | Published 2021-03-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ultimate-peanut-butter-lovers-cups References: [chewboom](https://www.chewboom.com/2021/03/01/reeses-unveils-new-ultimate-peanut-butter-lovers-cups-with-no-chocolate-shell/) & [hersheys](https://www.hersheys.com/reeses/en_us/home.html) The [Reese’s](https://www.trendhunter.com/trends/reeses-big-cup-with-potato-chips) [Ultimate Peanut Butter Lovers Cups](https://www.trendhunter.com/trends/reeses-lovers-cups) are one of the latest offerings for avid fans of the brands signature [peanut butter and chocolate treats](https://www.trendhunter.com/trends/topless-peanut-butter-cups) that will provide them with an unexpectedly nutty new flavor to try out. The treats see the chocolate shell usually found in the recipe swapped out in favor of a peanut butter candy flavored shell that has been filled with the brands signature peanut butter. This gives the treat a double dose of peanut butter flavor and comes as the brands most extreme change to the recipe in its 90+ year history. The Reese’s Ultimate Peanut Butter Lovers Cups are being rolled out to retailers in April 2021, but will only be available for a limited time. Image Credit: Reese’s ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 48% | Activity: 66% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Peanut Butter-only Treats:** New peanut butter-only treats are a trend, moving away from traditionally chocolate-based treats. - **Extreme Recipe Changes:** Brands are making extreme changes to classic recipes to create buzz and novelty. - **Limited Time Offerings:** Limited time offerings are a trend, creating a sense of urgency and exclusivity for consumers. ### Where This Applies - **Confectionery:** The confectionery industry could explore peanut butter-only variations of classic treats to appeal to peanut butter lovers. - **Food and Beverage:** The food and beverage industry could experiment with extreme recipe changes to create new and unique flavor profiles for consumers. - **Retail:** The retail industry can use limited time offerings to create a sense of urgency and exclusivity, while also prompting consumers to visit stores to purchase these unique products. ## Related on Trend Hunter - [Chip-Infused Peanut Butter Cups](https://www.trendhunter.com/trends/reeses-big-cup-with-potato-chips.md) - [Caramel-Infused Peanut Butter Cups](https://www.trendhunter.com/trends/reeses-caramel-big-cup.md) - [Peanut-Shaped Chocolate Treats](https://www.trendhunter.com/trends/reeses-1.md) - [Peanut Butter-Stuffed Chocolates](https://www.trendhunter.com/trends/reeses-lovers-cups.md) - [Textural Peanut Butter Cups](https://www.trendhunter.com/trends/reeses-creamy-and-crunchy-peanut-butter-cups.md) - [Sandwich-Inspired Peanut Butter Cups](https://www.trendhunter.com/trends/reeses-pbj-big-cups.md) - [Cereal-Stuffed Peanut Treats](https://www.trendhunter.com/trends/big-cups.md) - [Creme-Topped Peanut Butter Cups](https://www.trendhunter.com/trends/blossomtop-miniature-cups.md) - [Peanut Butter-Packed Chocolate Cups](https://www.trendhunter.com/trends/topless-peanut-butter-cups.md)