Hershey's Dives Into Premium Chocolate Race With Deluxe Kiss
Hershey's move into premium chocolate comes just after its largest competitor, Nestle, debuted its luxury brand in the U.S.By Jamal Andress | October 20, 2015
Hershey's Kisses don't change much. The flat-bottomed teardrop with the famous paper plume has looked almost exactly the same since about 1921.
Which is maybe why The Hershey Co. has called its new Hershey's Kisses Deluxe its biggest innovation in 25 years. The Deluxe is about double the size of a normal Kiss and features a hazelnut center with tiny rice crisps sprinkled throughout the chocolate.
A senior manager for Hershey's told USA Today: "It took 55 years just to change the color of the foil. ... Then it took another 38 years to put something inside the milk chocolate. We're getting better, but it does take us a little while."