Reese's and The Nitro Bar Launch Limited-Edition Fall Coffee Collaboration — The Hershey Company

Event summary

Reese's, a brand of The Hershey Company, is partnering with The Nitro Bar to launch the Reese's Pumpkins PB Whip Latte, a limited-time fall coffee drink.
The latte will be available at The Nitro Bar's NYC pop-up on September 14-15, at all Nitro Bar locations from September 18-20, and via a shareable home recipe starting September 14.
Reese's Pumpkins is the top-selling Halloween candy brand in the U.S., according to Circana data.
The Hershey Company reported $11.7 billion in annual revenues, spanning 85 brands across 65 countries.

The big picture

This collaboration marks Reese's strategic move to capitalize on the growing trend of extended seasonal celebrations, particularly Halloween, which has evolved into a year-round consumer behavior. By partnering with a viral coffee brand, Reese's aims to tap into the intersection of two fall rituals: coffee runs and Halloween festivities. The Hershey Company's revenue scale and diverse portfolio position it to amplify this initiative across multiple markets.

What we're watching

Brand Extension: How Reese's can leverage this collaboration to expand its presence beyond the candy aisle into the beverage market.
Consumer Engagement: Whether The Nitro Bar's social media-savvy community can drive significant buzz and trial for the limited-time offering.
Seasonal Strategy: The pace at which Hershey can replicate this model with other seasonal products and partnerships.