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General Mills has launched a new Dark Chocolate variant of its Reese’s Puffs cereal, marking the first major flavour expansion since the brand’s 1994 debut.

The new naturally-flavoured offering aims to cater to evolving consumer preferences and enhance the brand's presence in both breakfast and snack markets.

Dark Chocolate Reese's Puffs combines the beloved peanut butter and chocolate profile with a richer, deeper taste, using Hershey’s cocoa and real Reese’s Peanut Butter.

Megan Brooks, business unit director at General Mills, commented: “We’ve seen how much people enjoy Reese’s Puffs outside the morning routine, especially late night”.

The introduction of this flavour not only aims to attract traditional cereal consumers but also positions Reese’s Puffs as a versatile snack option for a wider audience.

To promote the new flavour, General Mills is leveraging a marketing strategy that includes a partnership with Vault49, which has designed a 'Reese’s After Dark; universe featured on the cereal box.

This initiative transforms the packaging into an interactive experience, inviting consumers to explore a neon city filled with hidden surprises, enhancing brand engagement and consumer interaction.

Despite the introduction of the Dark Chocolate variant, General Mills says the classic milk chocolate flavour will remain available, ensuring that loyal customers still have access to the original product.

The launch of Reese’s Puffs Dark Chocolate comes at a time when the cereal market is witnessing a shift towards premium and indulgent flavours.

The expansion into dark chocolate not only broadens the brand's appeal but also aligns with the growing consumer interest in richer, more sophisticated flavour profiles.