British chocolate ban upsets American consumers

Although declaring the origin country of a brand can be a problem in some industries, in others national identity is a key part of what makes a certain product line memorable. Candy fans are upset over a recent decision by the Hershey Co. to prevent well-known British confections from being sold in the United States. CNN reports that the arrangement stems from a concern from the company that their own products might be confused with similar ones from famous British brands.

The move has been received negatively by consumers and social media users. One person called the dispute a “chocolate war,” and thousands of people have signed a petition opposing the ban. Some of the products include Malteser’s and UK KitKat bars.

The New York Times quoted portions of an email from Hershey’s representative Jeff Beckman, who explained the company’s rationale in enacting this measure.

“It is important for Hershey to protect its trademark rights and to protect consumers from being confused or misled when they see a product name or product package that is confusingly similar to a Hershey name or trade dress,” he said.

This instance illustrates two possible ways that color labels play a role in modern commerce for candy companies. While businesses should create candy labels that are distinctive and original for brand protection, they could also address the origin of the product or its manufacturer in a way that doesn’t detract from sales or give the brand a bad name otherwise.

Working with custom labels makes it easier for companies to choose packaging that reflects their business and meets their specific needs. Customization allows companies to choose a label with enough space for extra advisories and designs, as well as one that is original and uses distinctive colors.