Reese's Pumpkin Latte Powers The Nitro Bar's 1st NYC Pop-Up

Fall coffee has a familiar formula, and Reese's is giving it a different flavor.

The Hershey Company brand and The Nitro Bar are launching the limited-time Reese's Pumpkins PB Whip Latte.

The drink puts the chocolate and peanut butter profile of Reese's Pumpkins into a latte.

"Fall coffee season gets a lot of attention, but it usually follows the same script," Melissa Blette, senior brand manager of Reese's Brand said in a press release.

The collaboration starts with a New York City pop-up on September 14 and 15, then opens at all Nitro Bar locations from September 18 to 20.

A shareable at-home recipe drops on September 14 alongside the pop-up.

The five-day run gives Reese's a short window to test whether Halloween demand can start in a coffee cup, weeks before the candy aisle takes over.

Peanut Butter and Chocolate Debut in a Fall Latte

The latte puts peanut butter and chocolate into fall's most reliable coffee occasion.

The Nitro Bar supplies its specialty-coffee credentials and a social-led audience.

The brand partnership also marks The Nitro Bar's first foray into New York City ahead of its planned 2027 expansion.

Reese's supplies the recognition that fills the line, and The Nitro Bar takes on the operational work of a New York debut.

The product extends an existing seasonal asset for the candy brand rather than creating a new brand association.

"We've taken the classic chocolate and peanut butter combination fans love and turned it into a sippable seasonal ritual," Blette said.

Reese's was the top-selling Halloween candy brand during the 10-week period ending November 2, 2025, according to Circana data sourced by the company.

This ranking means the flavor arrives in coffee with demand already proven, which lowers the trial hurdle facing any seasonal product launch.

Specialty Coffee Growth Backs the Launch Timing

Coffee is already a strong daily behavior in the U.S., with 66% of American adults drinking it daily.

Specialty coffee also gained popularity, reaching 48% of adults, up from 37% in 2021.

These figures give specialty coffee brands more room to compete through flavor and format.

Hershey also reports that 67% of consumers have bought Halloween candy or snacks during summer.

A further 55% are already in Halloween mode before October begins.

Reese's enters with a taste profile people already know, and the September timing catches shoppers who start Halloween buying before October.

This combination makes the drink a low-risk seasonal marketing test for both companies.

• Familiar flavors can travel across categories. Brands should carry their strongest product associations into adjacent formats to create new occasions.
• Specialty coffee rewards experimentation. Marketers should pair distinctive flavors with established brews to give consumers a reason to try something new.
• Seasonal demand starts in summer. Brands should plan around consumers who enter Halloween mode early to capture attention while seasonal interest is already building.

Reese's is entering coffee at a time when both specialty consumption and early Halloween purchasing give seasonal products more reach.

Our Take: Can Reese's Own More Fall Rituals?

Reese's has an opportunity to make its seasonal identity broader than candy if it keeps the product logic consistent across categories.

The Nitro Bar gives the product a credible setting for discovery and trial.

We think it can own more of fall, though only if the drink shows up somewhere more people can actually buy it.

Two days in New York and three days at a small chain reach a few thousand people, and everyone else only sees it on Instagram.

Starbucks sold more than 2 million Unicorn Frappuccinos over one weekend in its North America company-operated stores.

This is a prime example of what a viral drink does with real distribution.

Hershey is already expanding its Halloween range into salty and sweet-and-salty snacks, so the appetite for going wider is there.

The next version of this deal belongs with a chain that can pour it in every state.

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