Hershey: Back to Basics 131
driving the Kisses business as hard as they could within their
eighteen cities. Eventually, Kisses made enough of an impact
that Mars and Cadbury followed suit with their own bite-size
products, and it wasn’t long before retail shelf space devoted
to bite-size products was comparable to that of the bars.
From launch, there were three Kisses pack sizes: a 37-
gram (1.3-ounce) single-serve pack, a 146-gram (5.2-ounce)
pack for sharing with friends, and a 340-gram (12-ounce)
family pack. Chinese consumers were moving beyond buying
chocolate mainly for gift giving and were rapidly adopting
chocolate into their self-consumption habits—a key milestone
in the development of China’s chocolate market. Kisses family
pack sales, for