Coffee Gets a Fresh Fall Twist From Reese’s
Fall coffee season is getting a distinctly Reese’s makeover. Reese’s is teaming up with viral coffee brand The Nitro Bar to introduce the limited-time Reese’s Pumpkins PB Whip Latte, a seasonal beverage inspired by the iconic chocolate and peanut butter combination found in Reese’s Pumpkins.
Rather than following the familiar pumpkin spice formula that dominates coffee menus each autumn, the collaboration puts peanut butter and chocolate at the heart of the experience. The result is a playful, Halloween-inspired coffee creation designed to give Reese’s fans a new way to enjoy one of the brand’s most recognizable seasonal flavors.
The collaboration brings together two brands with strong connections to discovery, social conversation and seasonal excitement. Reese’s has long been associated with Halloween, while The Nitro Bar has developed a following for creative beverages that encourage customers to try something different. Together, the brands are turning a familiar Halloween candy flavor into a limited-time coffee experience.
The Reese’s Pumpkins PB Whip Latte is also part of Reese’s effort to take its seasonal identity beyond the traditional candy aisle. By bringing the flavor profile of Reese’s Pumpkins into coffee, the brand is connecting Halloween with another major fall ritual: the seasonal coffee run.
A New Take on Fall Coffee
Pumpkin spice has become almost synonymous with autumn beverages, but Reese’s and The Nitro Bar are taking a different approach. The Reese’s Pumpkins PB Whip Latte is not designed as another variation of pumpkin spice. Instead, it celebrates the chocolate and peanut butter combination that has made Reese’s a perennial favorite among candy fans.
The drink takes inspiration from Reese’s Pumpkins and translates that recognizable flavor into a coffee format. The concept is intended to feel indulgent, fun and distinctly seasonal while offering consumers an alternative to traditional fall beverages.
For Reese’s, the move also reflects the brand’s broader interest in finding new ways for consumers to experience its products. Seasonal food and beverage collaborations have become increasingly important as consumers look for products that are not only enjoyable but also shareable and conversation-worthy.
The partnership with The Nitro Bar gives Reese’s an opportunity to enter the coffee conversation through a brand known for creative drinks and a highly engaged community.
The Nitro Bar Brings the Coffee Expertise
Choosing The Nitro Bar as its coffee partner gives Reese’s a collaborator with experience creating drinks that stand out from conventional coffee offerings. The brand has built a loyal following around inventive beverages and a menu designed to encourage exploration.
The partnership also marks The Nitro Bar’s first foray into New York City ahead of its anticipated opening there in 2027. The collaboration gives the coffee company an opportunity to introduce itself to new customers through a nationally recognizable candy brand and one of Halloween’s most recognizable flavors.
Audrey Finocchiaro, founder of The Nitro Bar, said the company was excited when Reese’s approached it about the collaboration. She described the partnership as an opportunity to rethink what consumers expect from fall beverages while bringing Reese’s signature chocolate and peanut butter flavor into coffee.
The result is intended to reflect the personalities of both brands: familiar yet unexpected, seasonal yet playful, and built for consumers who enjoy discovering and sharing new food and beverage experiences.
Three Ways Fans Can Enjoy the Latte
Consumers will have several opportunities to experience the Reese’s Pumpkins PB Whip Latte during its limited-time run.
The first opportunity comes in New York City, where fans can get an early taste during a pop-up event on September 14 and 15. The activation is designed to give consumers an opportunity to experience the collaboration before it becomes available more broadly through The Nitro Bar.
Beginning September 18 and continuing through September 20, the Reese’s Pumpkins PB Whip Latte will be available at all The Nitro Bar locations. This short availability window makes the beverage a true seasonal limited-time offering.
Fans who cannot visit a Nitro Bar location will also have the opportunity to recreate the beverage at home. A shareable recipe for the Reese’s Pumpkins PB Whip Latte will be made available on September 14, giving consumers another way to bring the collaboration into their own fall routines.
Reese’s Brings Halloween Into the Coffee Cup
Halloween has become an increasingly extended seasonal occasion, with consumers beginning to engage with Halloween-related products and experiences well before October 31. Reese’s is using that growing anticipation to introduce the collaboration as part of the broader fall celebration.
Melissa Blette, Senior Brand Manager for Reese’s at The Hershey Company, said the brand believes it belongs in the conversation surrounding fall coffee. She emphasized that the collaboration is intended to rewrite the traditional seasonal coffee script rather than simply introduce another pumpkin spice beverage.
That strategy aligns with Reese’s strong connection to Halloween. The brand remains one of the most recognizable names associated with the holiday, making Reese’s Pumpkins a natural foundation for a seasonal beverage partnership.
According to Circana, Reese’s ranks as America’s No. 1 Halloween candy and is the No. 1 chocolate brand of the season. Those rankings highlight the scale of the opportunity for Reese’s to extend its Halloween presence into additional food and beverage occasions.
A Seasonal Moment Built for Discovery
The Reese’s Pumpkins PB Whip Latte reflects a larger shift in how brands approach seasonal food launches. Limited-time products increasingly function as cultural moments rather than simply menu additions. Brands are creating products designed to encourage consumers to discover, photograph, discuss and share them.
The partnership between Reese’s and The Nitro Bar is particularly suited to that model. Coffee is already a highly social category, while Reese’s brings strong brand recognition and a deeply established Halloween connection.
By combining those strengths, the collaboration creates a product that can appeal to consumers looking for something familiar while still feeling new. Fans know the chocolate and peanut butter combination associated with Reese’s, but experiencing that flavor in a seasonal latte provides a different format.
The collaboration also demonstrates how candy brands can expand into new consumption occasions without moving too far away from the flavors that define them. Rather than creating an entirely new flavor identity, Reese’s is taking one of its best-known combinations and applying it to a different category.
Why It Is Not a Pumpkin Spice Latte
One of the clearest distinctions surrounding the launch is what the beverage is not. The Reese’s Pumpkins PB Whip Latte is not intended to compete directly as another pumpkin spice latte.
Instead, it offers what Reese’s describes as a distinctly Reese’s approach to fall coffee. Peanut butter and chocolate provide the foundation, while the Reese’s Pumpkins inspiration connects the drink to Halloween.
That positioning allows the collaboration to stand apart during a crowded seasonal beverage period. While pumpkin spice remains a major fall flavor, consumers are increasingly exposed to alternative seasonal combinations. Reese’s is using its strongest flavor equity to create one of those alternatives.
Bringing Two Fall Traditions Together
At its core, the collaboration connects two seasonal rituals that already have strong consumer appeal: coffee runs and Halloween. Reese’s is giving fans another way to enjoy the flavors associated with Reese’s Pumpkins while participating in the broader fall coffee tradition.
The limited-time format adds another layer of urgency. With the beverage available at The Nitro Bar for only three days, consumers have a narrow window to try it in person. The New York City pop-up provides an even earlier opportunity, while the at-home recipe extends the experience beyond physical locations.
The partnership arrives as Halloween continues to evolve into a longer period of seasonal engagement. Research from The Hershey Company and Morning Consult indicates that Halloween has become a season of celebration that can span roughly one-third of the year, with consumers engaging in seasonal purchases, traditions, decorations and celebrations months ahead of the holiday itself.
For Reese’s, that extended season creates more opportunities to bring its products into new moments. The Reese’s Pumpkins PB Whip Latte is one example of how the brand is translating Halloween enthusiasm into an entirely different category.
Ultimately, the collaboration with The Nitro Bar offers Reese’s fans a new way to experience a familiar favorite. By replacing the expected pumpkin spice formula with chocolate and peanut butter, the Reese’s Pumpkins PB Whip Latte puts a recognizable Reese’s signature on fall coffee and gives consumers a limited-time reason to make their next seasonal coffee run a little more unconventional.
Source Link:https://www.thehersheycompany.com/
