The latest launch for Reese’s is hoping to capture the mid-morning snack market. 

The brand is planning to release new Reese’s Snack Cakes, which it describes as “a first-of-its-kind, mid-morning cake treat by the Reese’s brand you love.”

Hershey, which owns the Reese’s brand, says research shows 83 percent of U.S. adults say they have indulged in dessert before noon in the past month. 

“Let’s face it, we’re already having morning dessert anyway, so the Reese’s brand decided to make it official,” Hershey said in a media release. “With new Reese’s Snack Cakes, Reese’s fans can enjoy a delicious combination of chocolate and peanut butter creme without having to wait until lunch.”

Mike Orr, snacks brand manager, said the company wanted to create the perfect treat for Reese’s fans to satisfy that mid-morning sweet tooth. 

“We know that sometimes you just don’t want to wait until lunch – that’s how Reese’s Snack Cakes were born,” he explained.

The Reese’s brand’s morning treat offers real milk chocolate and Reese’s peanut butter creme in a 2-cake pack (2.75 oz., S.R.P. $1.99), available December 2020 at convenience stores nationwide.