Hershey's And Mondelēz Unite REESE'S And OREO® For Iconic Product Launch, Building On Robust 2025 Innovations
Hershey's and Mondelēz International have launched a groundbreaking collaboration, merging their flagship REESE'S and OREO® brands to introduce two new products: the REESE'S OREO® Cup and the OREO® REESE'S Cookie. The REESE'S OREO® Cup combines milk chocolate, white creme, peanut butter, and OREO® cookie crumbs, while the OREO® REESE'S Cookie infuses REESE'S peanut butter flavor into the classic OREO® format. The REESE'S OREO® Cup will be available for presale on The Hershey's Store starting August 18, 2025, with early access sign-ups open to fans. Nationwide retail availability begins in September 2025 in King Size, Standard Size, and Miniature Cups, marking a permanent addition to the REESE'S lineup.
This partnership follows a dynamic year of innovation for both brands. Hershey's introduced the limited-edition Hershey’s Milk Chocolate with Caramel Bar in May 2025, featuring a caramel-filled center, and a Pokémon-themed chocolate collection with The Pokémon Company in June 2025, spotlighting Kanto region characters. Mondelēz’s OREO® brand also rolled out at least two notable launches in 2025: the Limited Edition Selena Gomez OREO Cookies, co-developed with the artist to feature a sweet-and-spiced horchata-inspired flavor with chocolate-cinnamon wafers and dual creme layers, and a Chocolate Covered Pretzel flavor OREO, adding a savory-sweet twist to its portfolio.
These strategic launches highlight Hershey's and Mondelēz’s ability to leverage consumer trends and high-profile partnerships to drive market engagement.
Strategic Innovation Supports Hershey’s And Mondelēz’s 2025 Growth Agenda
Hershey’s and Mondelēz have been doubling down on flavor innovation and cultural relevance to stay ahead in the competitive confectionery market. America’s chocolate confectionery market leader Hershey’s continues to lean on REESE’S, also a top chocolate confectionery brand in the U.S. by market share, to drive category growth. The new REESE’S OREO® Cup, launching in September 2025, exemplifies this strategy by combining REESE’S peanut butter flavor (among the most popular chocolate confectionery flavors in the U.S.) with OREO’s cookie profile (a top-ten chocolate confectionery flavor in the U.S.), creating a cross-category product positioned for broad consumer appeal.
Beyond collaborations, Hershey’s is advancing its flavor-led strategy with the launch of its Milk Chocolate with Caramel Bar (aligned with U.S. flavor trends, where caramel ranked highest among new product launches in H1 2025), and a branded tie-in with Pokémon designed to engage pop culture fandoms.
Mondelēz, meanwhile, is pursuing a parallel strategy with its OREO brand. The Selena Gomez Limited Edition OREO (featuring horchata-inspired creme) is a calculated bet on celebrity influence and culturally resonant flavors. The Chocolate Covered Pretzel OREO introduces a savory twist, albeit one that only aligns with a niche flavor preference in the U.S., yet still helps extend the brand’s experiential boundaries.