Dive Brief:

• Nestle plans to release Butterfinger Peanut Butter Cups in 2014, and the launch will get a 30-second Super Bowl ad.
• The new take on the 90-year candy bar will be positioned to compete with Hershey's long-established Reese's Peanut Cups.
• The slogan for the new product with be "The cup just got crunchy."

Dive Insight:

Nestle is going to hope that consumers want a little more crunch in their peanut butter cups. But this may also be an option for Butterfinger fans who are looking for something a little smaller. The strategy seems like it should be worth a go. The peanut butter market has long supported crunchy and smooth peanut butter. Perhaps the peanut butter cup market is ripe for a crunchy alternative.