Hershey’s has unveiled Reese’s Rounds, the US confectioner’s first entry into the UK biscuit category.
Ernie Savo, director of global licensing at the Hershey Company said: “The timing of the launch of Reese’s Rounds biscuits fits perfectly with our ambitious growth plans. It allows our business to replicate the success that it has achieved in other categories.
“We are delighted that Lightbody Ventures is extending the Reese’s brand into biscuits. We look forward to bringing this beloved brand into this new category.”
Lightbody Ventures commercial controller John Steele said: “US brands have gained fantastic presence and popularity in the UK. The ‘Americana mania’ trend continues to gain momentum both in and out of home.
“Reese’s is a trusted brand with an incredibly strong heritage and recognition. When a shopper picks up a Reese’s product, they know the quality is there along with the familiar great peanut butter taste.
“The continued growth in popularity of peanut butter shows no sign of slowing down. Consumer testing has shown that we’re on to a winner – brand recognition for Reese’s is at an all-time high so we have very ambitious growth targets for Reese’s Rounds as a result.”
Reese’s Rounds will be available from mid-October in 110g packs for the convenience channel with a MRSP of £1.00.