Oh it's on. It's on like (sweet tooth, diabetic) Donkey Kong. Nestle has announced that early next year they'll make moves for Reese's candy crown by rolling out a Butterfinger Peanut Butter Cup.
Gunning for the #1 candy brand in America is a bold strategy to say the least, but Nestle is confident we'll embrace their new offering. So confident, in fact, that they already bought a Super Bowl ad for the Butterfinger Peanut Butter Cup. The brass claims this thing has got a new edge that Reese's doesn't, and, considering the tagline is "The cup just got crunchy", we're pretty sure that edge is some crunch. Hopefully involving a Cap'n of some sort.
If you ask Reese's parent company Hershey, they find Nestle's move adorable. After all, they've got $1.5bil in annual sales behind them, and believe that no one'll ditch Reese's for this Butterfinger noise. We'll just have to wait for this Muhammad Ali vs Joe Frazier-level match to play out in 2014 when the crunchy cup finally drops.