REESE’S and REESE’S PUFFS trademarks, trade dress, REESE’S Orange Color and Crown Design are used under license.
General Mills Communications
763-764-6364
Media.Line@genmills.com
MINNEAPOLIS, MN — Reese’s Puffs cereal is entering a new era with its first new flavor combo since the cereal debuted in 1994. Reese’s Puffs cereal Dark Chocolate Naturally Flavored is a richer, deeper take on the beloved peanut butter and chocolate combo, made with Hershey’s cocoa, real Reese’s Peanut Butter and the signature Reese’s Puffs cereal crunch fans love.
For more than three decades, Reese’s Puffs cereal has taken on many forms — from Big Puffs and Minis to limited-edition Bunnies and Bats. But aside from a Peanut Butter-only drop, the brand has never strayed from its original milk chocolate flavor. Until now.
“We’ve seen how much people enjoy Reese’s Puffs outside the morning routine, especially late night, and dark chocolate continues to grow within the Reese’s portfolio,” said Megan Brooks, Business Unit Director at General Mills. “Reese’s Puffs Dark Chocolate Naturally Flavored brings that deeper chocolate flavor to a cereal experience people already know and enjoy, any time of day.”
To mark the launch, Reese’s Puffs cereal is introducing a new universe on the back of the box in partnership with Vault49, called “Reese’s After Dark.” This collectible box transforms the cereal aisle into a glowing neon city where dark chocolate takes over. The universe is filled with hidden Easter eggs — from UFO-shaped Reese’s Cups to secret neon messages — creating an experience as bold as what’s inside the box.
Reese’s Puffs cereal Dark Chocolate Naturally Flavored is hitting retailers nationwide this month. For fans of the original, don’t worry — the classic Reese’s Puffs cereal with milk chocolate flavor isn’t going anywhere. The new Dark Chocolate flavor simply gives cereal lovers another way to enjoy that iconic peanut butter and chocolate combo.
We’ve seen how much people enjoy <i>Reese’s Puffs</i> outside the morning routine, especially late night, and dark chocolate continues to grow within the Reese’s portfolio. <i>Reese’s Puffs </i>Dark Chocolate Naturally Flavored brings that deeper chocolate flavor to a cereal experience people already know and enjoy, any time of day.
General Mills makes food the world loves. The company is guided by its Accelerate strategy to boldly build its brands, relentlessly innovate, unleash its scale and stand for good. Its portfolio of beloved brands includes household names like Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. General Mills generated fiscal 2025 net sales of U.S. $19 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1 billion.
