Sweet Secrets: Why Are the Tiny Paper Strips in Hershey’s Kisses Called Plumes and Originally Used to Prevent Brand Counterfeiting?

When you unwrap a Hershey’s Kiss, your primary focus is likely the bite-sized morsel of milk chocolate waiting inside. However, you have almost certainly noticed the slender strip of paper peeking out from the top of the silver foil. While many fans affectionately refer to this tag as a "Niggly Wiggly," its official, industry-recognized name is the "plume." Far from being a mere decorative flourish or a convenient handle for unwrapping, this tiny piece of paper carries a rich history rooted in industrial ingenuity and legal protection. Understanding why are the tiny paper strips in Hershey’s Kisses called plumes and originally used to prevent brand counterfeiting reveals how Milton Hershey transformed a simple confection into a globally recognized and protected icon.

The Origin of the "Plume"

The term "plume" was officially adopted by the Hershey Chocolate Company to describe the narrow paper ribbon that extends from the foil wrapper. The name is derived from its physical appearance; sticking out from the top of the conical chocolate, the paper resembles a decorative feather or a "plume" on a hat.

Introduced in 1921, the plume was a result of advancements in Hershey’s manufacturing process. Prior to this, each Kiss was wrapped by hand. When the company moved toward automated wrapping machinery, they sought a way to distinguish their product while also making the chocolate easier for consumers to handle. The paper strip became a permanent fixture of the Hershey’s Kiss identity, eventually leading the company to seek legal protection for the unique design element.

A Weapon Against Counterfeiting

In the early 20th century, the candy market was a "Wild West" of competition. Following the initial success of Hershey’s Kisses in 1907, several other confectioners began producing their own cone-shaped chocolates. Because the shape itself was difficult to trademark at the time, consumers often found it hard to distinguish an authentic Hershey’s product from a generic competitor.

To solve this, the Hershey Chocolate Company introduced the plume in 1921 as a sophisticated anti-counterfeiting measure. This branding strategy served several key purposes:

• Visual Authentication: The plume allowed customers to identify a genuine Hershey’s Kiss at a glance, even before they opened the foil.
• Brand Placement: By printing "Hershey’s" or the product name directly on the paper strip, the company ensured their brand was the last thing the consumer saw before eating the candy.
• Difficult Replication: At the time, the machinery required to insert a paper strip into a foil-wrapped chocolate was specialized and expensive, making it harder for smaller "copycat" companies to mimic the look.

In 1924, Hershey’s successfully registered the plume as a trademark, legally solidifying it as a unique identifier of the brand. This meant that while other companies could make small chocolates, they could not include the signature paper strip without infringing on Hershey's intellectual property.

Functional Branding in Modern Times

While the primary reason why are the tiny paper strips in Hershey’s Kisses called plumes and originally used to prevent brand counterfeiting was for security, the plume evolved to serve a practical purpose. It acts as a "pull tab," allowing the consumer to easily tear through the foil without digging their fingernails into the chocolate.

Today, the plume is more than a security feature; it is a marketing powerhouse. Hershey often swaps the standard text on the plume for seasonal messages, such as "XOXO" for Valentine’s Day or "Creepy" for Halloween. This flexibility keeps the brand relevant while maintaining the classic silhouette that has remained virtually unchanged for over a century.

Conclusion

The tiny paper strip in a Hershey’s Kiss is a masterclass in functional design. By understanding why are the tiny paper strips in Hershey’s Kisses called plumes and originally used to prevent brand counterfeiting, we can appreciate the plume as one of the most successful branding tools in history. It transitioned from a high-tech security measure designed to thwart competitors into a beloved symbol of quality and tradition.

The next time you pull that small paper tab, remember that you are interacting with a century-old piece of legal and industrial history. The plume remains a testament to Milton Hershey’s foresight in protecting his brand and ensuring that his "Kisses" would always be recognizable in a crowded marketplace. Whether you call it a plume or a Niggly Wiggly, it remains the ultimate seal of chocolate authenticity.