1906 Novelty: Hershey’s Milk Chocolate Wafer Mail Pouch

July 7, 2010 at 12:40 pm Leave a comment

If you are a fan of Hershey’s and a history buff, you might know the excellent book by James McMahon called Built on Chocolate: The Story of the Hershey Chocolate Company. This is a lavishly illustrated authorized company history. McMahon is the curator of the Hershey Museum, and he had access to the company archives to reproduce examples of goods and ephemera from every era of Hershey.

But here’s one he didn’t include:

This is a 1906 ad for milk chocolate wafers in a novelty package. The bag looks like a mail bag. But there’s more:

The mail car creates an intriguing display for the individual mail pouches. This is in a period when the idea of retail display is really in its infancy. Hershey had very fancy wrappers for his goods, suggeting that part of his success was in grasping early on the importance of presentation.

Milton Hershey had perfected his milk chocolate formula only a few years before, and began selling the first milk chocolate bars made in America in 1900. Milk chocolate “kisses” would be introduced in 1907. So this 1906 milk chocolate wafer is something in between, an intermediate step between the full-size bars and the foil wrapped kisses. It’s hard to say just how big this mail sack is, but since a milk chocolate bar for eating was sold at 5 cents in 1906, this 10 cent portion must have been substantially more.

This ad appeared in Confectioners Journal in October 1906.

For more on the history of Hershey’s Kisses, see my related posts:

  • Hershey’s: Why a Kiss is Just a Kiss
  • Kissing Cousins: the Hershey’s Kiss and the Wilbur Bud
  • Entry filed under: 1890 to WW I, Candies We Miss, Chocolate, Packaging. Tags: , .

    Feast on FEASTO Lance Cough Drops, from the makers of Tootsie Roll (1918)

    Leave a Reply

    Fill in your details below or click an icon to log in:

    WordPress.com Logo

    You are commenting using your WordPress.com account. Log Out / Change )

    Twitter picture

    You are commenting using your Twitter account. Log Out / Change )

    Facebook photo

    You are commenting using your Facebook account. Log Out / Change )

    Google+ photo

    You are commenting using your Google+ account. Log Out / Change )

    Connecting to %s

    Trackback this post  |  Subscribe to the comments via RSS Feed


    Candy: A Century of Panic and Pleasure

    Welcome to Candy Professor

    Candy in American Culture What is it about candy? Here you'll find the forgotten, the strange, the curious, the surprising. Our candy story, one post at a time.

    Samira Kawash, PhD
    Professor Emerita,
    Rutgers University

    (C) Samira Kawash

    All written contents protected by copyright. Except where noted, Candy Professor is my original research, based on archives, journals, magazines, newspapers, and other historical artifacts. You do not have permission to copy or re-post my content. If you want to refer to my work, please create a link from the blog entry and also write out the citation:
    Samira Kawash, "entry name," candyprofessor.com, entry date.

    If you would like to copy, re-post, or reproduce my work, please contact me for permission.

    Categories

    Enter your address to receive notifications by email.

    Join 565 other followers

    Header Image Credit


    Follow

    Get every new post delivered to your Inbox.

    Join 565 other followers