CHICAGO — Gatsby, the reduced-calorie chocolate brand created by Halo Top co-founder Doug Bouton, is introducing peanut butter cups. The products contain half the calories and a quarter of the sugar compared to the premium peanut butter cups on the market, according to the company.
The Gatsby brand debuted last June, offering milk chocolate style and almond dark chocolate style bars formulated with allulose and esterified propoxylated glycerol, a modified plant-based oil that tastes and functions like fat with fewer calories. Mr. Bouton developed the products with other former members of the Halo Top team following its sale to Wells Enterprises more than two years ago.
The company has since reformulated the products, improving the taste and texture, and has added a sea salt extra dark chocolate bar. Each serving has 60 calories and 2 grams of sugar.
The new peanut butter cups feature the brand’s signature milk chocolate style recipe. A serving contains 50 calories and 2 grams of sugar.
“We’re incredibly excited to bring these new Gatsby products to market, both of which are our best products to date,” Mr. Bouton said. “I’m extremely proud of our team because what took Halo Top three years to do — reformulate and rebrand — we were able to do in three months with Gatsby.”
A nod to F. Scott Fitzgerald’s novel, the brand is debuting new packaging Mr. Bouton described as “our attempt at a 2020s take on 1920s style, contrasting the formality and stiffness of art deco designs with the vibrancy and energy of bright ombré color patterns.”New Gatsby products are rolling out to retail stores including Kroger, Ralphs, Fred Meyer and more, and are available online at gatsbyco.com.