Move over peanut butter cups—Reese’s just rewrote the snack playbook. On April 9, 2025, The Hershey Company unveiled Reese’s Filled Pretzels, a sweet-and-salty treat that’s already turning heads (and snack aisles) across the country. This isn’t just a fun twist—it’s a full-blown flavor collision that proves Reese’s knows how to keep snack lovers on their toes.
Imagine the thick, creamy peanut butter you know and love from a classic Reese’s, now packed inside a crisp, crunchy pretzel shell. It’s portable, crave-worthy, and dangerously addictive. Hershey is launching it nationwide in three sizes—from grab-and-go to party-ready jars. The message is clear: this one’s for everyone.
“We know our fans are always on the hunt for new ways to get their Reese’s peanut butter fix and trust us, this one’s a total game-changer. Crunchy, creamy, sweet, salty – it’s like the snack universe finally got it right. One bite, and you’ll get it.” Natalie Perera, Director of salty snacks at The Hershey Company.
And honestly? She’s not wrong.
Crunchy, creamy combo
The launch of Reese’s Filled Pretzels couldn’t be better timed. Sweet and salty is having a major moment, and snack fans are craving layers of texture, flavor, and fun. Reese’s has taken everything we love—nostalgia, comfort, and indulgence—and rolled it into one brilliantly executed snack. Snack time is getting even better and better!
This also marks another step in Hershey’s expansion beyond confections. Known for its dominance in chocolate, the company has been growing its salty snack portfolio through acquisitions like Dot’s Pretzels and SkinnyPop. Now, it’s fusing those salty assets with its iconic candy playbook—and honestly, it works.
The release is also smart from a format perspective. With packaging that caters to multiple use occasions—think snack breaks, movie nights, or desk-side cravings—Reese’s is meeting consumers where they are, with exactly what they want. And it’s safe to say that peanut butter-stuffed pretzels might be one of the more universally appealing ideas to hit shelves in a while. Nobody does it like Hershey’s!
Reese’s just made pretzels cool again
Now, let’s talk shop. Reese’s latest drop offers more than just fun inspiration. It signals where the market’s heading: toward hybrid snacks that combine comfort and creativity with convenience.
The rise of peanut butter as a hero ingredient continues, not just in sweet spreads, but across savory-sweet applications. Pretzels—once relegated to bar snacks and lunchboxes—are seeing a gourmet glow-up, used as vessels for fillings, coatings, and innovative pairings. And with high-protein snacks and plant-based options on the rise, peanut-forward products continue to check the right boxes. Life’s better with a little twist, pretzels know the drill!
From an ingredient sourcing lens, the launch hints at growing demand for key components: premium peanut butter, roasted peanuts, flavored pretzels, and better-for-you snack bases that can carry bold flavor profiles without sacrificing shelf life. It’s also a nudge to those in private label development—your next star SKU might already be hiding in your ingredient list.
Snacks Are Getting Smarter—Are You Ready?
Reese’s Filled Pretzels are a reminder that the next big thing in snacks might just be a smart remix of familiar favorites. This one hits all the notes: indulgent but snackable, nostalgic yet new, and designed with shareable formats that make it easy to say “just one more.”
For those of us in the ingredient world, it’s another reason to keep innovating and sourcing creatively. If peanut butter, pretzels, or better-for-you snack mashups are part of your game plan, now’s the time to double down.
Want to explore ingredient options that make your snack line shine? Let’s chat—or check out our catalog and private label solutions of crave-worthy snack components built for today’s market and tomorrow’s trends.
