Fast-food giants and brands such as Krispy Kreme, Dunkin’, and Taco Bell often enthrall the masses with their extravagant seasonal releases or high-profile celebrity collaborations. This time, The Hershey Company's Reese's brand is claiming its spot in the limelight with their third buzz-worthy campaign of the summer - the Reese's Peanut Butter Pumpkins.

As the seasonal frenzy for products like Starbucks' Pumpkin Spice Latte and Samuel Adams Pumpkin Ale grows each year, Reese's is keeping pace with them by releasing its Halloween special Peanut Butter Pumpkins earlier than ever. Slated for release in July 2024, the fan-favorite candy will hit the market a full three months before Halloween. However, this early release comes with a condition. Candy lovers must order their Peanut Butter Pumpkins via the Hershey website.

Starting July 23, anyone craving this fall classic can head over to shop.hersheys.com and grab the season's first Reese's Peanut Butter Pumpkins. The duration of this offer, or how quickly supplies will deplete, remains a mystery. If you're not keen on waiting till Halloween to find these in your local store, you could choose to receive a bag of these delightful treats on your doorstep instead.

This latest promotion from Reese's is part of several exciting brand campaigns launched recently. May saw the unveiling of Reese's Medals, the brand's first-ever summer shape, to celebrate the upcoming Olympic Games in Paris. June brought the release of the Reese's Jumbo Cup, a 2.8-ounce treat that's the equivalent of four king-size Reese's cups. The unexpected July appearance of the Peanut Butter Pumpkins simply adds another layer of excitement to Reese's summer festivities.

You might wonder why an early release of Reese's Pumpkins creates such a buzz when there are many other Reese's offerings to enjoy year-round, The secret lies in the detail. Fans of Reese's enjoy the unique peanut butter to chocolate ratio that the seasonal shapes offer, differing subtly from the standard cups. The absence of a rigid outer edge in these shapes allows each bite to deliver nothing but smooth chocolate and soft peanut butter.

While the festive shapes may appear a bit blob-like, this playful aspect adds to the enjoyment. Reese's itself nudged into this trait in 2019 when it introduced 'mystery shapes' for the holiday season.

Reese's Peanut Butter Cups in all its forms have always been a top choice for Halloween and are popular handouts for trick-or-treaters across the country. Now, by offering fans an early access to their preferred pumpkin-shaped treats, Hershey's has astutely catered to the demands of its most passionate consumers.