Hershey’s & Reese’s Rounds

Our regular Horizon scanning review indicated that American trends and brands were increasing in popularity in the UK. Coupled with this ,we identified that peanut butter had become a leading spread in the UK. We presented the opportunity to Hershey , with the ambition to create the first real peanut butter biscuit in the UK. 

Working closely with the brand owner we scoped the market potential for launching their leading peanut butter confectionary brand Reeses into biscuits. Thus stretching the brand into a new and dynamic category.

In October 2018 Reese’s peanut butter rounds launched in the UK. This introduction followed 12 months of intensive development work . Peanut butter is a challenging ingredient to work with , however with our extensive network of manufacturing partners , we were able to create a delicious biscuit that remained true to the parent brand and loved by consumers.

The launch was awarded The Grocer New Product of the year in 2019 , winning the Cakes and Biscuits category.