Food company General Mills has introduced Reese’s Puffs cereal Dark Chocolate Naturally Flavoured to retailers across the US this month.
The launch marks the first time the brand has moved away from its original milk chocolate recipe since the product launched in 1994.
The new cereal uses Hershey’s cocoa together with real Reese’s Peanut Butter and retains the established crunchy texture associated with the line.
It represents the first new flavour profile for the brand, which until now has focused on format variations such as Big Puffs, Minis, limited-edition seasonal shapes and a Peanut Butter-only option.
As part of the rollout, General Mills has worked with creative agency Vault49 on a special-edition pack.
The back-of-pack design presents a “Reese’s After Dark” themed cityscape in neon style.
The style incorporates visual references and details, including UFO-shaped Reese’s Cups and concealed messages intended to be discovered by consumers.
General Mills said the original milk chocolate Reese’s Puffs cereal will continue to be available, with the dark chocolate product positioned as an additional choice within the existing range.
The company, which operates under its Accelerate strategy, reported fiscal 2025 net sales of $19bn, and a further $1bn from non-consolidated joint ventures.
Its wider brand portfolio includes Cheerios, Nature Valley, Häagen-Dazs and Old El Paso.
General Mills business unit director Megan Brooks said: “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.
“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.”
Last month, General Mills announced that its Cascadian Farm brand would quadruple its use of perennial grain Kernza.
As part of the plan, Cascadian Farm will launch four new cereals in the US.
General Mills said the expansion aimed to advance the market for Kernza among US organic farmers.
