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THE HERSHEY CO.

Product innovation, candy competition and line extensions are in the cards for Hershey.

Building on its Reese’s Pieces Peanut Butter Cups, which combine two of its most popular products, the company will crossover different brands and release a Hershey bar with miniature Reese’s Pieces candies inside as a permanent item.

Reese’s will also get new product varieties in late 2018/early 2019 as part of a promotion that pits peanut butter against chocolate. Two different kinds of Reese’s Peanut Butter Cups, each with a different proportion of chocolate or peanut butter, will be released for a limited time. Fans will get to vote for the winner and decide which is better, once and for all.

Hershey also previewed several brand extensions at the McLane event, including a raspberry variant in its Cookie Crunch Bar line. Instead of cookie pieces, this bar features broken pieces of waffle.