Reese’s Oreo Cup, which combines The Hershey Company’s peanut butter candy with crumbs of Mondelēz International’s Oreo cookie, celebrated its first birthday this summer.
In its first 12 months, Reese’s Oreo Cup delivered more than US$188m in retail sales. Not bad for an innovation originally conceived as a response to fan requests and viral videos featuring homemade cookie-and-peanut-butter snacks.
But both Hershey and Mondelēz know the power of a brand mashup, as evidenced by recent launches.
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