Hershey’s: Why a Kiss is Just a Kiss

March 3, 2010 at 8:32 am

Have you ever wondered why Hershey’s Kisses are called “kisses”? Here’s the official answer from Hershey’s Inc:

While it’s not known exactly how KISSES got their name, it is a popular theory that the candy was named for the sound or motion of the chocolate being deposited during the manufacturing process.

Well, as for the first part, that “it’s not exactly known,” I can’t dispute that. Hershey’s has been planting their chocolaty kisses on the collective lips of America since 1907. No one alive today was witness to that first chocolate blob, or the “eureka” moment when someone shouted “It’s a Kiss!”

But that part about the sound of the chocolate dropping onto the conveyor belt? I’m afraid I’m going to have to pop a big old hole in that bubble of a story.

The fact is, back in 1907 you had your choice of kisses. There were generic flavored kisses like Cocoanut Kisses, Molasses Kisses, Nut Kisses, simple candies that anyone might make. Then there were the fanciful brand name Kisses: Sun Bonnet Kisses (National Candy Co, Chicago); Miller’s Violet Kisses (George Miller & Son, Philadelphia); Blue Bell Kisses (Robt. F. Mackenzie Co, Cleveland), Honey Corn Kisses (Wm. J. Madden & Co NY); Nethersole Kisses, Moonlight Kisses (United States Candy Co, Cleveland); Elfin Kisses (Caldwell Sweet Co, Bangor Maine); Heckerman’s Lucky Kisses: 5 cent box “assorted selected flavors.” My personal favorite wasn’t around in 1907, but I’ll mention it anyway since we’re on the topic of Kisses. The Novelty Candy Company offered around 1915 a pack of three flavors, cinnamon, molasses, and vanilla called Tom, Dick and Harry Kisses, “the kiss you can’t afford to miss.”

So when Hershey’s came up with a little bite of chocolate, calling it a “chocolate kiss” was sort of obvious. A candy “kiss” was just another name for a small bite sized candy, typically something with a softer texture. There were lots of other names for small bite sized candy at the time: drops, buttons, blossoms, balls. There was nothing at all special in 1907 about the name “chocolate kiss.”

In fact, the rival chocolate company H. O. Wilbur and Sons was the one who had come up with a proprietary name for their own bite sized chocolate: Wilbur’s Chocolate Buds. Wilbur had taken the important step of trademarking the name “Bud” for its chocolate in 1906.

But just as with today’s “xerox” and “kleenex,” the term “chocolate bud” was quickly coming to mean any sort of chocolate drop, and imitators were rushing in to sell their own “buds.” Things got so bad that Wilbur went to court to get an injunction against competitors trying to pass off their look-alike products as genuine Buds. Trade magazine advertisements warned dealers against accepting imitations and insisted: “there are no buds but Wilbur’s.” Ads taken out in popular magazines cautioned candy lovers to watch out for “counterfeits” and make sure their Buds were genuine Wilbur Buds.

When people talked about “chocolate buds” in the 1900s, its pretty clear that they are talking about Wilbur’s product or something very similar. A 1914 recipe for an ice cream sundae, for example, suggests sprinkle of “chocolate buds” on top. A 1911 publication suggesting ideas for money-making proposed that a woman going into the candy business might stock her store with “the finest chocolate buds, marshmallows, and different size cakes of the best milk chocolate.”

In contrast, the term “chocolate kisses” could mean just about anything small and chocolate flavored. In addition to references to candy, I found the term in late nineteenth and early twentieth century cook books to name different sorts of cookies. And in 1910 when the Pennsylvania Department of Agriculture examined 336 candy samples for purity and accurate labeling, 13 of those candies were described as “chocolate kisses,” a generic category. Only one of those candies was a “chocolate bud.”

It wasn’t until after the end of WWI that the term “kiss” seemed to be increasingly associated with the chocolate drop. The November 1919 issue of Confectioners Journal included an ad from the Racine Confectioners Manufacturing Company for the “Racine Chocolate Depositor,” a machine that was for making ” Chocolate Kisses and Stars… cast on metal covered plaques without the use of molds of any kind….plain tubes for kisses, or with tubes for 5-6-8-10-12 point stars. Then in late 1921, L. Weiscopf of New York advertised a “Chocolate ‘Kiss’ foil Wrapping Machine” and boasted that it was “in constant operation in several of the largest chocolate manufacturing plants in the United States.” This is most likely they machine Hershey’s used, a machine that also allowed them to include the distinctive paper plume peeking out of the foil wrapper.

The marketing of these specialized machines suggests that, after WWI, Hershey’s chocolate kiss had become so familiar that when candy people wanted a general term for a conical drop of chocolate, they called it a “kiss.” But the fact that these machines were sold widely also tells us that others besides Hershey’s were making and selling chocolate kisses.

“Kiss” was, for most of the twentieth century, just a generic term for a bite sized candy. This is why for 90 years Hershey’s was unable to trademark the term “Kiss” as a name they could use exclusively for their chocolate kisses. Until a the late 1990s, every trademark application for logos or wrapper images for “Hershey’s Chocolate Kisses” included a limitation: the term “kiss” was always excluded. The trademark examiners insisted that “kiss” was a general term for a sort of candy, and according to U.S. Trademark law, you can’t claim a trademark for a general term like “milk” or “tissue.”

Finally, in 2001, Hershey’s won the trademark after a prolonged legal battle (U.S. Registration 2,416,701). Henceforth, only one candy could call itself a “Kiss.” Hershey’s lawyers argued that, despite a long history of general usage, by the 1990s America was persuaded that a candy called “kiss” always meant Hershey’s Kiss, and they commissioned a huge survey to prove it. The judge sided with Hershey’s, and a kiss became a Kiss ™.

Which was first: the Hershey’s Kiss or the Wilbur Bud? Read about the candy copy cats in my previous post, “Kissing Cousins.”

Just for Fun: You can read the legal briefs filed for and against “Kiss” on the U.S. Patents and Trademarks website. From “Trademark Document Retrieval,” enter the registration number 2416701. Choose the document dated 24-Feb-2009 called “Unclassified.”

Entry filed under: 1890 to WW I, Chocolate, Marketing, Myth Busting. Tags: bud, Chocolate, counterfeit, hershey, imitation, kiss, trademark, wilbur.