Hershey's Turns Viral Incident Into a Limited-Edition Candy

On Nov. 1, Reese’s announced the launch of its limited-edition Deconstructed Peanut Butter Cup Kit.

It’s the company’s response to a viral Reddit post made by u/dewkitt on Oct. 26. "My entire five-pack of Reese's had no peanut butter in it,” the user wrote alongside a picture of five half-eaten Reese’s, all of which appear to be solid chocolate. The Hershey Company, which owns Reese’s, clarified the mixup by sending the poster a coupon. But u/dewkitt presumably isn’t seeing any residual payments from the idea they helped to hatch.

"From Reese's Peanut Butter Pumpkins to Reese's Peanut Butter Cup Thins and everything in between, we know how personal your ideal chocolate-to-peanut-butter ratio is," the company said in a press release. "So go ahead, amp up the peanut butter or tone it down—we won't judge."

After the snafu went viral, Hershey’s launched the Deconstructed Peanut Butter Cup Kit so that fans could have as much (or as little) PB as they’d like. Each kit comes with a hollowed-out, 9-ounce chocolate shell and a 10-ounce jar of Reese’s peanut butter with which to fill it. The kits were so popular that they “sold out in record time” within just hours of debuting Nov. 2 on the Hershey’s Store website.

“Reese’s fans know perfection perfected when they see it,” the store’s website reads. “Your overwhelming interest has us thinking…should we bring back this limited-time kit sooner rather than later?!” Only time will tell if the kits see a return for the holiday season (something tells us they will).

When they’re available, the Deconstructed Peanut Butter Cup Kit costs $22.99 apiece. The Hershey's Store is offering 20 percent off all Reese’s products through Nov. 6, so now’s the time to grab this year’s stocking stuffers.