Reese’s Announces New Olympics-Inspired Shape for Summer

It’s absolutely worthy of gold.

Every spring seems to unite all American consumers under one firm belief: Reese’s Peanut Butter Milk Chocolate Eggs are superior to the classic Reese’s Peanut Butter Cup. It’s not just that seasonal items bring more novelty. This is because the peanut butter/chocolate ratio seems more favorable in the egg than in the cup. Today, a new competitor enters the field: for the first time ever, Reese’s rewards our collective sweet tooth with a new seasonal form just for summer: a Reese’s Medal celebrating the Summer Olympics in France.

Reese’s, as part of its ongoing partnership with Team USA, has partnered with Olympic gold medalist soccer player Alex Morgan and Paralympic gold medalist swimmer Jessica Long to promote the new product. Two prospects competing in this year’s games also represent Reese’s medals: soccer player Sophia Smith and para swimmer Haven Shepherd. (This mix of “legends” and “newcomers” is a nod to Reese’s new shape “competing” with the classic cut.)

Related: 12 Simple Peanut Butter Dessert Recipes

“The Reese Medals have created a visual storytelling opportunity that will become a cultural moment of the Paris Olympic and Paralympic Games,” said Dave Mingey, senior vice president of partnerships at USOPP (United States Olympic & Paralympic Properties), in the release. Press.

It’s no surprise that Reese’s is aligning its high-profile campaign with summer games. Although total prime-time broadcast viewership declined in 2021, coverage of the Paralympics saw its highest ratings in history, with millions watching the major events. That year, Reese formed the “Ultimate Team” consisting of gold medal swimmers Michael Phelps, Katie Ledecky and Caeleb Dressel to promote her Ultimate Peanut Butter Lovers Cups.

And of course, Reese’s understands customers’ love of its seasonal forms, regularly launching new offerings around Halloween, Easter and Christmas. Often the shapes don’t look like what they’re trying to imitate – and Reese’s also got in on this joke by tweeting a picture in 2015, of a Reese’s “holiday tree” that didn’t live up to its botanical inspiration. But it doesn’t matter that these shapes often look like drops, because they regularly top the list of best-selling Christmas candies.

Related: Chocolate Peanut Butter Pie

Reese Medals are vaguely keyhole shaped, with a round end that tapers in the center and flares out on the other side. This allows a little more chocolate to coat the generous peanut butter filling – something that will surely please fans of seasonal shapes and the classic cup. So if you’re still sitting on a stash of leftover Reese’s Peanut Butter Eggs from your Easter basket, go ahead and eat them with abandon before reaching for Reese’s first summer version. The medals are available nationwide in snack, standard and king-size packs for a limited time.

For more Food & Wine news, be sure to sign up for our newsletter!

Read the original article on food and wine.