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The New Reese's Peanut Butter Cup Flavor Could Win Back Customers

Justina Huddleston is an editor and the head writer for TDmonthly Magazine. She has been a freelance writer for several years, though her real passion is cooking. You can see the recipes she creates on her vegan food blog, A Life of Litt...

Is Reese's new flavor a response to new, all-natural competitors?

I was pretty much obsessed with Reese's Peanut Butter Cups growing up, regularly spending my entire allowance on packs from the vending machine at the bowling alley where I was a league champion (just kidding, I sucked and spent all of my time sitting in a booth eating chocolate. Jealous?).

But now that I'm older, something's changed. It turns out there are a lot of other chocolate candy cups on the market, including vegan, organic and dark chocolate options, and many of them are equally delicious or — dare I say — even better than the classic Reese's.

That's why I'm wondering... is the new Reese's Crunchy Cookie Cup a ploy to take back its customers from the arms of their all-natural counterparts? Because honestly, it just might work.

More: No-bake chocolate-almond butter cups are ridiculously easy to make

The new cups are stuffed with a combo of peanut butter and crunchy chocolate cookie bits, then covered in (of course) chocolate, and you can get them in the regular two-cup or — for the truly committed — king-size Big Cup packages at grocery stores.

So, while I've lately been getting my chocolate nut butter cups fix from hippy-dippy brands like Justin's (I mean, you really can't go wrong with dark chocolate peanut butter cups) and EatingEvolved (caramel and sea salt coconut butter cups are so good I almost tear up thinking of them), I'm intrigued. Reese's, you just may have won back another customer.

More: Boozy chocolate Peanut Butter Cup milkshakes, you're everything we want

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