The new product will be showcased at the 2026 Summit of the Americas.

The Hershey Company is introducing the new Reese’s and Oreo collaboration to Americas travel retail, building on a strong US domestic performance.

The Reese’s Oreo Cup – a limited edition from the leading US candy and cookie brands – will be presented at the 2026 IAADFS Summit of the Americas in Orlando (Booth 111).

The product combines Reese’s peanut butter with Oreo cookie crumbs in a new 8.8oz standing pouch format developed for travel retail. It is launching across the Americas travel retail channel from mid-March.

The introduction is being supported by high-visibility in-store activations through spring and summer. The campaign will feature at key gateway airports across the US, including Orlando International, New York John F. Kennedy International, Miami International, Hartsfield-Jackson Atlanta, Washington Dulles, Chicago O’Hare and Los Angeles International Airport.

First introduced in the US last July, the Reese’s and Oreo collaboration aims to boost footfall, engage a broad traveller demographic, and reinforce relevance across both gifting and self-consumption occasions.

The Hershey Company Commercial Lead Americas Melissa Benner commented: “Following the strong response in the domestic market, expanding Reese’s Oreo Cup into travel retail Americas strengthens two global icons in a campaign that translates well into the airport environment.

“This collaboration is built on fan love for taste, flavour, and iconic collaborations – and we hope to tap into this genuine passion through our compelling in-store activations. The Reese’s Oreo Cup offers our retail partners a proven platform to drive traffic, strengthen conversion, and unlock incremental growth across the region.”

READ NEXT: Hershey’s ‘Take the Taste With You’ platform gains traction in TR

READ NEXT: Hershey unveils new GTR branding at TFWA World Exhibition & Conference

READ NEXT: Hershey gets set to celebrate I Love Reese’s Day in travel retail channel