Reese’s & Hismile Launch Peanut Butter Cup Toothpaste in Unexpected Collab

Reese’s just found a way to put its signature flavor into your morning routine.

The candy brand has teamed up with oral care company Hismile to release a limited-edition Peanut Butter Cup toothpaste that tastes like the iconic chocolate-and-peanut-butter combo.

And no, it's not an April Fool’s prank if that's what you're thinking. 

The fluoride toothpaste promises the unmistakable Reese’s flavor upfront, followed by Hismile’s cooling finish.

According to the product listing, "It’s everything you love about Reese’s, reimagined for brushing."

The listing adds, “It’s nostalgic, indulgent, and guaranteed to make brushing feel like a treat.”

The product is currently available only in Australia and New Zealand through Hismile’s website, sold in bundles of three or five 3.5 oz tubes.

However, demand for it has reached global proportions.

Netizens on X aired out their thoughts over the limited launch, calling the lack of a U.S. launch a wasted opportunity. 

And while some remain skeptical over the gimmicky flavor, they'd admit to still trying it. 

"That sounds cursed… but I’d still try it once," one user wrote.

Overall, the unique collab is a move often played by established brands, using unexpected extensions to drive brand loyalty.

Reese’s stays in its flavor lane while Hismile continues to position itself as the toothpaste company willing to break category norms.

When Flavor Crosses Categories

This is not Hismile’s first headline-grabbing collaboration.

In 2025, the company partnered with KFC on a fried chicken-flavored toothpaste that sold out in just 48 hours.

And much like the Reese's collab, the brand had to reiterate that the product is indeed real, and not a prank. 

That earlier drop proved there is demand for outrageous flavors if the execution feels intentional.

The Reese’s version sought to replicate this hype.

Much like previous launches, the campaign also lives heavily on social media, where disbelief translates into shares.

The format of showing the tube, stating the flavor, and letting the internet react has time and time again proved to be effective, and the new Reese's flavor is no different. 

Hismile's Flavor Explorations Prove Crazy Ideas Sell

This unique brand partnership with Reese's offers a sharp example of how to stretch equity without breaking it. Here are some takeaways:

• Unexpected collabs can drive trial and social conversation when anchored on a strong, recognizable brand flavor.
• Pairing indulgent nostalgia with functional product claims helps reduce consumer skepticism toward unusual category extensions like flavored toothpaste.
• Limited online distribution through Hismile establishes scarcity, encouraging curious buyers to make the purchase while supplies last.  

The real test now is whether Hismile can continue churning out wacky flavors and build on the momentum that its Reese's collab has set. 

Our Take: Can Candy Build Daily Habits?

At first, toothpaste that tastes like a peanut butter cup sounds like a dare between interns.

But the more we think about it, the more we see the calculation.

In no way is Reese’s trying to become a dental brand.

But what it's doing is pushing boundaries by hopping categories and reminding you, twice a day, what it tastes like.

If the flavor is convincing and the cooling finish does its job, this could move from gimmick to habit. And habits are where real money lives.

Similarly, Johnsonville recently came up with something equally unexpected by launching a Dr.Pepper-inspired sausage.

Find the teams driving growth and engagement across every platform. Check out the top digital marketing agencies in our directory.