Reese’s adds marshmallow cup and revives strawberry peanut butter and jelly

Reese’s is adding a new marshmallow peanut butter cup flavor and bringing back its PB&J flavor, both as limited-time offerings.

The new Reese’s Marshmallow Cup combines milk chocolate, Reese’s peanut butter and a layer of marshmallow-flavored filling, the Hershey Co. said. 

Reese’s also is returning the Reese’s Strawberry peanut butter and jelly cup, which includes milk chocolate, Reese’s peanut butter and a layer of strawberry-flavored filling. 

Fan feedback was critical in the release of both flavors, the company said. The marshmallow flavor is one of the brand’s most requested on social media, according to the company, while the PB&J cup is returning by popular demand after a 2025 debut.

Both products are available nationwide for a limited time in standard,  large and snack-size bag formats.

Why this matters for convenience services operators

• Limited-time flavors remain a reliable way for candy brands to drive sampling and incremental sales in on-the-go channels.
• Familiar flavor cues like peanut butter and jelly and marshmallow are being used to refresh existing offerings without changing the core brand.
• Multiple product sizes, including the standard, king-size and snack bag options, fit grab-and-go checkouts and bundled promotions.
• Operators can add limited-time signage and multi-buy offers to drive sales while supply lasts. Consider a “new and now” section.