Hershey Canada Inc. hopes its newest twist on Reese’s Pieces will have a reception that’s out of this world — literally.
Taking off from the Mojave Desert in California, Reese's Pieces Peanut Candy — featuring a peanut center wrapped in peanut butter and covered in a crunchy candy shell — will go beyond the Earth's atmosphere in the first known extraterrestrial product sampling initiative.
"Reese is Canada's No. 1 chocolate brand, and we're excited to bring our newest innovation, Reese's Pieces Peanut Candy, to Canadian earthlings and non-earthlings up in space," said Jackson Hitchon, head of marketing, Hershey Canada. "So if you're an extraterrestrial who loves Reese's Pieces, it's time to make contact. We have a free sample of what is sure to be your new favorite candy heading your way."
Weather permitting, the candy will be launched into space on Saturday, Jan. 26 at roughly 11 a.m. EST using a high-altitude balloon manufactured by Night Crew Labs. At its peak, it will break the Earth's atmosphere and float at the edge of space at an expected altitude of 30.5 kilometers (19 miles), up to three times higher than a typical commercial airplane flight.
Extraterrestrials will have the opportunity to follow the trail and get their hands on their beloved Reese's Pieces. Once the mission is complete, any unclaimed Reese's Pieces Peanut Candy will come back down to earth.
Reese's Pieces Peanut Candy will retail in 200-gram bags at a suggested retail price of $2.99-$4.99.