NEW Reese's Pieces Peanut Candy launches to the edge of space to signal the first innovation to the iconic candy in its 40-year history in Canada

Hershey Canada Inc. is going out of this world to offer a new generation of extraterrestrials a new peanut-y twist on their favourite candy.

TORONTO, Jan. 21, 2019 /CNW/ - Hershey Canada Inc. is taking its latest product to new heights – literally: Reese's Pieces Peanut Candy will be launched into space this month. Given Reese's Pieces' long history of being the favourite candy of extraterrestrials, the brand wants to ensure all aliens in space are aware of the new peanut variant and give them an opportunity to try a free sample.

Taking off from the Mojave Desert in California, Reese's Pieces Peanut Candy will go beyond the Earth's atmosphere in hopes of luring any aliens out of hiding with the first known extraterrestrial product sampling initiative.

"Reese is Canada's number one chocolate brand and we're excited to bring our newest innovation, Reese's Pieces Peanut Candy, to Canadian earthlings and non-earthlings up in space," said Jackson Hitchon, Head of Marketing, Hershey Canada. "So if you're an extraterrestrial who loves Reese's Pieces, it's time to make contact. We have a free sample of what is sure to be your new favourite candy heading your way."

The candy will be placed in a real in-store product display designed to attract extraterrestrials and launched into space on Saturday, January 26 (weather permitting) at roughly 11 a.m. EST (8 a.m., PST) using a high-altitude balloon manufactured by Night Crew Labs. At its peak, it will break the Earth's atmosphere and float at the edge of space at an expected altitude of 30.5 km, up to three times higher than a typical commercial airplane flight. Extraterrestrials will have the opportunity to follow the trail and get their hands on the newest twist to their beloved Reese's Pieces. Once the mission is complete, any unclaimed Reese's Pieces Peanut Candy will come back down to earth.

Reese's Pieces Peanut Candy delivers the ultimate crunch with the addition of a delicious peanut centre, wrapped in smooth peanut butter, covered in a crunchy candy shell. The candy is now available nationwide to humans and extraterrestrials alike.

About Hershey Canada Inc.

Hershey Canada Inc. is a wholly owned subsidiary of The Hershey Company (NYSE: HSY) and distributes and sells leading confectionery, snack, refreshment and grocery products across Canada. Top brands include: REESE, HERSHEY'S, TWIZZLERS, OH HENRY!, JOLLY RANCHER and CHIPITS.

SOURCE Hershey Canada Inc.

Hershey Canada Inc., Kaetlyn Graham, Marketing Manager - Reese, [email protected], 647-226-7754; Media Profile, Caitie Wallman, Account Director, [email protected], 416-342-1833