Reese’s coffee collaboration overview
- Reese’s partners with viral coffee brand, The Nitro Bar, to launch seasonal latte
- The latte combines chocolate and peanut butter inspired flavours
- Cross-category collaborations are increasingly popular across confectionery
- Brands use partnerships to boost engagement and expand audiences
- Beverage tie-ups create new consumption occasions beyond traditional snacking
Tis the season to... collaborate.
Hardly a day goes by without a confectionery company announcing a new brand deal.
This summer alone we’ve had Cadbury collaborating with the Premier League and MCoBeauty, M&M’s collaborating with Love Island and NYX, Flipz collaborating with Dunkin’, and Ritter Sport collaborating with Haribo.
That’s a lot of collaborating!
Now it’s The Hershey Company’s turn, and the industry giant is stepping outside the category to do it.
The American multinational’s flagship brand, Reese’s, is partnering with viral coffee brand The Nitro Bar to launch limited-edition Reese’s Pumpkins PB Whip Latte.
Inspired by the chocolate and peanut butter of Reese’s Pumpkins, the drinks are designed to give fans a new way to celebrate spooky season.
“Fall coffee season gets a lot of attention, but it usually follows the same script,” says Melissa Blette, senior brand manager of Reese’s Brand at Hershey. “We’re here to rewrite it. Together with The Nitro Bar, we’ve taken the classic chocolate and peanut butter combination fans love and turned it into a sippable seasonal ritual with the Reese’s Pumpkins PB Whip Latte. This isn’t pumpkin spice with a new label. It’s our pumpkin in a cup — fun, fall-forward and unmistakably Reese’s.”
The growing appetite for collaborations reflects a wider shift in confectionery, with brands finding new ways to expand their reach, spark consumer interest and generate valuable social media attention.
And cross-category collaborations in particular have become a popular way to extend confectionery consumption beyond traditional snacking occasions, especially through beverage crossovers that bring familiar flavours into new formats.
In fact, earlier this year Nestlé announced a similar collaboration between KitKat and Lion, and Nescafe, creating Nescafé KitKat White Flavour Latte and Nescafé Lion Flavour Mocha.
As brands continue to battle for consumer attention, collaborations are rapidly becoming a cornerstone of confectionery innovation. And with companies increasingly looking beyond their traditional categories for growth opportunities, expect more unexpected partnerships to enter the market in the months ahead.
