OVER-THE-TOP SCRUMPTIOUS! There is something about name brand Reese's that gives me so much more flavor and just the right salt and sweetness combo to put my dessert over the edge. If you are incorporating the chopped pieces in a pie or something, with other flavors, you may be able to get away with a generic imitation, but if you are garnishing a dessert, or mixing with ice cream, etc. I would make sure to buy the real thing. Your flavor will be so much better and more satisfying that way. Even in cookies, I would really rather opt for the Reese's brand, because the value for the optimal taste will be much more gourmet.
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