Hershey's Logo Change Is Fine, So Stop the Whining


NEW YORK (TheStreet) -- Hershey's (HSY) new logo, with the word "Hershey" next to a Kiss candy, is being slammed on social media, with some comparing it with human excrement. 

The company response, which was sent to TheStreet.com, is the logo is part of a "comprehensive visual identity system" built around "iconic," even "beloved" brands.

So here is the thing, social media. The logo is not about you. I don't think it's even about America or the West. It's about China, as a quick visit to the company's own Web site reveals.

Read More: 10 Stocks George Soros Is Buying

Of all Hershey's international markets, China is the one where the Kiss is the most prominently featured product. It's also a vital market for Hershey, with sales of over $100 million last year; 40% of Kiss sales are now outside the U.S.

After entering the market through a factory co-owned by Lotte, a Korean company, Hershey doubled down on the market last year, buying 80% of Shanghai Golden Monkey for an estimated $584 million.

Read More: How the American Air Merger Helped Charlotte, Philly and Fort Wayne

Hershey's overall goal, announced two years ago, is for 26% growth in its largest international markets, including China. While Hershey dominates the U.S. market, it only has a 7% market share globally - Mars, Mondelez (MDLZ) and Nestle (NSRGY) all beat it on a global basis. But it has been missing those international growth goals regularly, making up for it with stronger results in North America.

If you liked this article you might like

Cramer: Food Stocks Are Going Hungry

Meal Kits Are Hot, and Weight Watchers May Be Next to Try Them

Cramer: Dominoes Are in Play Today

Cocoa Prices Are Plunging. Here's What It Means to Hershey

Cisco Disappoints as Tech Lags; Walgreens-Rite Aid Test FTC Again -- ICYMI