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Hershey readies Reese's Pieces space promotion

Candy company Hershey Canada is preparing a promotion in support of its new Reese's Pieces Peanut Candy brand. On Jan. 26, samples of the candy in a retail display stand will be launched by balloon to an altitude of approximately 30km, beyond the edge of the atmosphere. According to the company, the intent of the initiative is to expose the new peanut variety of the candy to extraterrestrials. The balloon, manufactured by Night Crew Labs, will be launched from the Mojave Desert in California.

"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 at 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."

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