Oreo and Reese’s are about to drop the sweetest brand collab of the year

Two giants of the snack industry are joining forces for a launch that has fans eagerly awaiting the release. Reese’s and Oreo are set to unveil not just one but two collaboratively created products that aim to blend the best of both brands.

The Reese’s Oreo Cup packs the iconic Reese’s peanut butter filling with crushed Oreo cookies and white creme, all wrapped in Oreo milk chocolate. The Oreo Reese’s Cookie flips the formula, pairing classic Oreo chocolate wafers with a Reese’s peanut butter creme mixed with Oreo crumbs.

Presales for the Reese’s Oreo Cup begin on August 18, with both the Reese’s Oreo Cup and the Oreo Reese’s Cookie rolling out to US stores in September. The Oreo Reese’s Cookie will be available for a limited time through January 2026, while the Reese’s Oreo Cup will become a permanent addition to the Reese’s product lineup.

The key question is whether this moment signals a broader shift in co-branded product development or whether it is simply a short-term buzz campaign. The signs suggest it is more than a marketing stunt. This launch responds directly to years of consumer-led demand. 

Across TikTok, Instagram, and Reddit, fans have been enthusiastically making and sharing their peanut butter Oreo combinations. By bringing this idea into the mainstream, Hershey and Mondelez have transitioned from being passive observers to active participants in a trend created by their customers.

When consumer demand becomes strategic gold

This collaboration represents a rare alignment of brand intent and audience passion. It demonstrates how valuable it can be for heritage brands to watch how their products are being adapted and celebrated outside formal marketing campaigns. 

By formalising a fan-generated idea, Oreo and Reese have not only validated their customers, but they have also created a product with a ready-made base of advocates who were already promoting it long before it reached the shelves.

The decision to launch now is also telling. Food brands are facing increased production costs, pressure from health-conscious trends, and an environment where attention is fragmented across countless platforms. In this climate, it is not enough to release a new flavour. 

A launch needs a narrative, visual appeal, and cultural relevance to cut through. The Reese’s and Oreo partnership delivers all three, backed by the nostalgic pull of two household names and the novelty of seeing them share the same packaging.

Although the first release is limited to the United States, global conversations are already underway. Oreo has deep roots in over one hundred countries, while Reese’s has a smaller but loyal international footprint. 

For this collaboration to succeed globally, both brands will have to navigate varied consumer preferences, comply with local regulations, and address concerns such as peanut allergies. These challenges are significant, but they are also opportunities to adapt the products creatively for different markets.

Brand alliances are becoming more common across industries, but this popularity brings a risk of consumer fatigue. When partnerships feel forced or are limited to superficial logo swaps, audiences quickly lose interest. 

The most effective collaborations go deeper, aligning on brand purpose and delivering a product that offers real value beyond the sum of its parts. Oreo and Reese’s appear to have avoided this trap by combining two distinct identities in a way that feels authentic and inevitable.

From a marketer’s perspective, this launch offers a playbook worth studying. It places the consumer at the centre of decision-making, uses social proof to validate the product before launch, and employs a smart balance between scarcity and permanence. 

The limited availability of the Oreo Reese’s cookie encourages immediate trial, while the permanent status of the Reese’s Oreo Cup gives the collaboration room to become part of the everyday snacking landscape.

The collaboration is also a reminder that co-creation is not just a marketing buzzword. In 2025, it can be a driver of product development, customer engagement, and sustained growth. 

Brands that actively listen to their communities, adapt their offerings accordingly, and commit to delivering on those insights are better positioned to capture both attention and loyalty.

The Oreo and Reese’s launch is more than a sweet indulgence. It is an example of how to convert fan passion into a commercially viable product, how to ride the wave of social momentum without losing brand authenticity, and how to turn a playful idea into a serious business opportunity. 

If the taste meets expectations, this partnership will not only satisfy cravings but could also set a new standard for how legacy brands collaborate in the years ahead. 

(Our guest author, Vishal Rupani, is the Co-founder of Sprect.com, an online marketplace that facilitates 1:1 advisory video calls with professionals.)