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S’mores® Are Less

Hershey tries to cash in on campfire favorite.

by S.E. Shepherd
January 16, 2004

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S’mores® Are Less_S.E. Shepherd-Hershey tries to cash in on campfire favorite Always willing to give a new candy bar a try, I became quite curious when I spotted the new Hershey’s S’mores®. Named after the well-known campfire treat, the new S’mores bar also contains chocolate, marshmallow and “graham cracker bits.” The twist is (because it’s a candy bar) the chocolate is now on the outside, with the marshmallow and graham cracker in the middle. And of course, the marshmallow isn’t warm (unless you’re crazy enough to try to microwave it).

The result is mixed, as the bar reminds me more of those awful marshmallow cookies more than a campfire s’more. The problem is as I mentioned above; the marshmallow part is cool and like regular marshmallows, a spongy sugary substance that overloads the mouth. The “graham cracker bits” are just that, chunks of graham cracker that are more like rice crisps than cookie. Hershey would do better to use a real graham cracker rather than graham cracker crust they use for the bottom layer.

Though Hershey succeeds to some degree in transforming the campfire s’more taste into a candy bar, this is also the bar’s downfall. The marshmallow of S’mores® is a little too powerful and one has a hard time washing that taste from his or her mouth. Add to the feeling that the eater knows he or she is still in an office and not in the great outdoors next to an open fire, and S’mores® almost become psychological torture.

S’mores® may be a viable option for those that have a strong addiction to the real thing and can’t set fire to their office space. For the rest of us, we will be fine waiting for that summer campfire, making our “homemade” versions, and liking the melted marshmallow goo off our fingers. A two filling rating taken down an extra half star for trying to cash in on sacred childhood memories; 1½ fillings.

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Mike Thomson from Merritt Island, Florida writes:
January 17, 2004
January, February, and early March are the optimal campfire months in Central Florida. In the woods behind our home we have a site where we invite friends over for chats around the campfire.

Next Saturday is the occasion of one of those events.

From your description, which I consider very comprehensive and discerning, we will not be having the new Hershey's product as one of our outdoor entrees, preferring instead to stick with the older and more traditional s'mores which do not carry the weight of a registered trademark.

S.E., you are definitely invited to give an objective evalutation.

Kenneth the Menneth writes:
January 22, 2004
Speaking as a future Pulitzer Prize-winning candy bar critic, I congratulate S.E. Shepherd on another fine review. His assessment points to an important aspect of candy bar enjoyment - psychological. For someone who has never experienced a real campfire S'more, Hershey's new product might well provide sufficient satisfaction. As an expert, I am able to mentally separate the candy bar from that nostalgic flame-kissed classic, and would therefore give the bar 2 1/2 fillings out of 4, but I don't expect the average taster to have the necessary cerebral discipline. At any rate, it is a far more successful translation than Ritz's mini-cracker S'more treats.

Latching on to the familiarity of a campfire favorite gurantees a certain amount of public interest to generate good initial sales, but had Hershey's called the product something else, like Mallowmix or Grahambits, the bar might experience more long-term success.

I'm thinking S.E. and I might do well to go into TV syndication with a candy bar review show. How about Menneth and Shepherd at the Candy Store?

S.E. Shepherd from The Partial Observer writes:
January 22, 2004
If you can get us on syndicated TV, I'm there!

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