We quickly identified that American trends and brands were increasing in popularity in the UK. We also identified that peanut butter had become a leading spread in the UK, a trend that shows no sign of going away.
We presented the opportunity to Hershey – creating the first ever real peanut butter biscuit in the UK. This would be a brand new venture for Hershey with its leading confectionery brand Reese’s, famous for its chocolate cups with delicious peanut butter filling. Not only did we see the potential to extend the brand into biscuits (a brand new category for the brand) but also to introduce the products into the UK, a new territory.
We were soon given the go ahead and began sourcing manufacturing partners with the capability to handle peanuts. Working with peanut butter presented a number of challenges and we had our work cut out to ensure 100% product quality whilst maintaining the Reese’s signature flavour profile. After 12 months of development, Lightbody Ventures launched Reese’s Rounds Biscuits in October 2016. Available in two formats (packs of six or eight) the products are already flying off the shelves and we’re looking forward to continuing this exciting partnership.
The REESE’S trademark and trade dress and the orange color and crown design are used under license.