Launched in 2005, Hershey’s Kissables were colorful, candy-coated mini Kisses. Hershey’s replaced some of the relatively expensive cocoa butter with cheaper vegetable fats. The reformulated product could no longer legally be labeled “milk chocolate” so the packaging changed to “chocolate candy.” Plus Kissables weren’t able to compete effectively against M&M’s who had decades of brand recognitiion, enormous consumer familiarity, and and estabished candy-coated chocolate franchise.
