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Nestle Declares Peanut Butter War On Reese's

Leslie Lee |
October 19, 2013 | 2:52 p.m. PDT

Executive Producer

The "Butterfinger Peanut Butter Cup" is expected to debut early next year (Photo Courtesy of Nestle).
The "Butterfinger Peanut Butter Cup" is expected to debut early next year (Photo Courtesy of Nestle).
Nestle plans to release a new Butterfinger Peanut Butter Cup and give Reese's Peanut Butter Cups a run for its money.

That's right. Nestle is about to challenge Reeses with a Butterfinger-fied version of the very confection that placed Reeses at the top of the candy industry. The new cup will have the same creamy peanut butter and chocolate covered goodness, but with that extra Butterfinger crunch.
Though production of this bonbon has not yet commenced, Nestle has already began campaign planning, preparing for a peanut butter cup war it has waged with one of the biggest players, or shall we say the only known player thus far, in the peanut butter cup category. 
Nestle business executives have even purchased a Super Bowl commercial, to be aired in the second half of the Super Bowl in 2014. With a clever ad and slogan already underway, Nestle proclaims to all candy-lovers that "The cup just got crunchy". 
This isn't the first time Nestle has experimented with different candy combinations. Named "Earning Product of the Year" and "Best New Product in 2012," Nestle's Crunch Girl Scout Candy Bars made its successful debut, showcasing girl scout cookie inspired flavors such as the Thin Mint and Caramel and Coconut crunch bars.
However, Nestle now takes on a different animal entirely. Topping the original 90-year-old peanut butter cup is not an easy task by any means, yet experts are still confident in the new candy's potential in the business market.
"Butterfinger will have something that Reese's doesn't," says Gary Stibel, CEO at New England Consulting Group. "There is definitely room for two in this market segment." 
The Nestle's new Butterfinger cups will be in stores January 2014, and whether or not the new candy tops Reese's famous peanut butter cup is for America's candy lovers to decide.

Reach Staff Writer Leslie Lee here.



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