This is apparently something customers have been requesting for quite a while now. In a press release, Emily Stover, senior associate brand manager, said, “Next to peanut butter, caramel is the most requested combination with chocolate – and while Reese’s Peanut Butter Cups are already perfect, ask, and you shall receive. As the experts in chocolate and peanut butter deliciousness, we know what our fans want, and we’re delivering on that with the Reese’s Caramel Big Cup.”
Stover makes a compelling argument; adding caramel to a Reese’s Cup, while a departure from tradition, isn’t so significant a jump that it feels like much of a risk to the taste buds of American consumers. Unlike many interesting test products, it’s not regional either; you can get Reese’s Caramel Big Cup anywhere in America. All in all, it seems like a winning idea, and if it’s popular enough, Reese’s is a company that has shown a willingness to make new product concepts (like Reese’s Pieces) permanent.