The REESE'S OREO Cup crossed $188 million in retail sales during its first year on shelves, The Hershey Company confirmed this week, cementing the Hershey-Mondelēz collaboration as what the company calls Reese's number-one innovation for 2025 and one of the most successful new product launches in the candy category in the past decade.
The figure matters beyond bragging rights. For confectionery buyers, category managers, and foodservice snack operators, the number signals that cross-brand licensing in the snack aisle can generate genuine incremental volume — not just trial — when the pairing taps existing consumer desire. Hershey reported strong repeat purchase behavior and noted the product attracted new, younger shoppers to the Reese's brand, two metrics that retail and foodservice buyers typically watch closely when deciding whether to extend shelf or program space.
The Product and the Partnership
The cup combines milk chocolate and white creme peanut butter with OREO cookie crumbs, the result of a formal partnership between The Hershey Company and Mondelēz International that answered what both companies describe as years of unsolicited consumer requests online. The product launched in 2025 and has since been confirmed as a permanent addition to the Reese's portfolio — a distinction that separates it from limited-edition seasonal collaborations and makes it a viable candidate for steady placement across convenience, grocery, and foodservice snack programs. Operators and retail snack buyers tracking confectionery trends will note that permanent SKU status reduces the supply-chain uncertainty that often complicates co-branded placements.
The Anniversary Campaign
To mark one year of sales, Hershey is releasing a creative campaign starring Lindsay Lohan and Amy Sedaris, directed by Patricia Arquette, with production led by Juxtapose Studio. The campaign leans into the product's origin story — years of fan conversation before the cup existed — framing the collaboration as something consumers willed into existence rather than something marketing invented.
"The best innovations become part of culture because they tap into something consumers already care about," said Melissa Blette, Senior Brand Manager at The Hershey Company. "REESE'S OREO was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them."
The campaign is running on social channels and represents a continued media investment behind the SKU heading into its second year — relevant context for operators and buyers who use brand support levels as a proxy for how hard a supplier will work to drive consumer pull-through at retail and in foodservice channels. For a broader view of how snack and confectionery innovation is reshaping beverage and food programming, the REESE'S OREO performance offers a useful data point on where cross-category brand equity can translate to volume.
Mondelēz International reported approximately $38.5 billion in 2025 net revenues across its global snack portfolio, which includes OREO alongside brands such as RITZ, Cadbury Dairy Milk, and CLIF BAR.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
