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July 10, 2006 03:55 PM

Broken: Boing Boing: Poorly thought-out label: Hershey's (non) chocolate milk

Mark Frauenfelder asks two very good questions. From Boing Boing: Poorly thought-out label: Hershey's (non) chocolate milk:

Why is Hershey's in the business of selling regular milk? And why would it insist on making the label look chocolately?



Posted by: seema at July 10, 2006 03:56 PM

And why would you go to Burger king to buy milk?

Hersheys does sell a lot of milk, but so far all chocolate. They need to put thier LOGO on the label, which happens to be BROWN, so therefore it looks like chocolate milk at quick glance. I wonder if they sell this bottle at grocery stores? That's where it can get confusing, because shoppers dont read the labels. At a restaurant, somone else gives you what you ask for so it works. (a little). Hershey could have done a better job at this, so I have to say Broken.

Posted by: Arthur Dent at July 10, 2006 04:05 PM

You must not be very familiar with Hershey's milk and milkshakes. The shakes come in vanilla, chocolate, and strawberry, have the brown label, BUT the color of the packaging around the label implies their contents. White and cream colors are vanilla, shades of pink are strawberry, and chocolate is shades of brown. So it follows to reason that white and blue are plain milk. If it were chocolate milk it would say chocolate on the label and have a brown color scheme.

That's what the chocolate milk looks like. I'm saying this is not broken except for someone being nitpicky.

Posted by: Fayth at July 10, 2006 04:21 PM

Fayth, if you have see the suite of products (or more than one in the line) in order to properly identify one of them then the design is Broken. A consistent look and feel across products can be achieved without undermining the ability of the customer to identify the product on its own. There are a million different ways this could have been done without the design looking like chocolate milk. This one says "add a splash of milk to the chocolate bar and you get this yummy product."

Verdict: Broken.

Posted by: Christine at July 10, 2006 04:43 PM

Hmm....I don't think they have enough money to put chocolate in their milk. It's just cheap and stupid when it looks like chocolate milk.


Posted by: Another guy named Alex B at July 10, 2006 04:58 PM

The swoosh of milk on the label is white, which would lead me to believe the milk inside was white.

The only thing that might confuse me is that when I see the name Hershey, I think chocolate, but the packaging itself is not flawed.

My opinion: NOT Broken.

Posted by: SillyGirl at July 10, 2006 04:58 PM

Umm...The milk pictured is white, the scheme is mainly white, and it doesn't say "Chocolate" anywhere on the bottle. Hershey's logo is brown. Get over it. Not broken at all.

Posted by: MilkMan at July 10, 2006 09:13 PM


103 degrees and you stop for milk? ewwwwww ...hope your daughter didn't hopscotch her way to cottage cheese stomach. Think WATER next time for rehydrating!

NOT BROKEN: The bottle label.

Proof that the labeling isn't broken-

even when you buy a carton of regular "white" milk - you have to read the label to determine skim / low / 2% / whole / because every grocery store - dairy doesn't use the same cap color code.

This bottle seems to be clearly labeled. If an item isn't something you buy repeatedly, at the same store, look closely. Doesn't make the label broken. Take a little responsibility for what you grab off the shelf.

Posted by: curds & whey at July 11, 2006 01:50 AM

The label looks like "mixing milk and chocolate" which (surprise, surprise!) results in chocolate milk. If you think this ain't broken, then *you* are broken.

I don't read the labels. Most people don't. If I saw this product in a supermarket, it'd immediately identify it as chocolate milk. So would lots of people. Probably way more than half. So what if *you* wouldn't? That doesen't make it non-broken.

Posted by: LKM at July 11, 2006 05:20 AM


You don't read labels and yet WE'RE broken?!?

And what is the basis for your belief that most people randomly grab their purchases based on looks without reading labels?

Please don't assume that your behavior is necessarily the standard by which others behave.

Posted by: SillyGirl at July 11, 2006 12:03 PM

I vote broken. I think the word milk needs to be in the same font and colors as the word lowfat. Having the word milk on the brown background creates the dissonance in my mind.

Posted by: Ace at July 11, 2006 02:15 PM


103 degrees and you stop for milk? ewwwwww ...hope your daughter didn't hopscotch her way to cottage cheese stomach. Think WATER next time for rehydrating!"

You know humans are mammals, right? The inside of our stomach is always quite hot, regardless of temperature, and it doesn't really go up or down because of the temperature outside our body either. Now, I admit... I wouldn't find milk apitizing at those temperatures, but I know I would have when I was about 7.

This label really isn't "broken" per se. I don't even think the label looks "chocolatey" as the article says. I do, however, think that given the confusion it obviously can cause, perhaps they should shrink down the hershey's logo a bit so that blue and white are the dominant colors on the front of the package, currently brown dominates at first glance, and on closer study you see blue and white.

Posted by: WiglyWorm at July 11, 2006 02:15 PM

I vote broken, but not very.

Wigly is pretty much on point, also, Hershey is missing a chance to diversify its brand recognition.

They have every right to sell non chocolate milk if they want, but it would serve them and their customers well for them to figure out a modified logo that doesn't scream "chocolate" due to their decades of using it on chocolate products.

Posted by: Pat at July 11, 2006 02:26 PM

I say half broken,half not broken.

Posted by: Danny at July 12, 2006 04:36 AM

I immediately thought it was chocolate milk. But Hershey's logo is brown -- in this case, however, the company should've gone with something else since it does give an impression that it's chocolate milk.

Seems like it's become a standard for light blue and purple labels on milk represent fatfree, pink and sometimes light blue represent low-fat, red represents whole milk, and brown is chocolate milk. A couple of times we've been thrown for a loop when the cap was a different color than the standard.

Posted by: Meryl K. Evans at July 12, 2006 11:40 AM

I was leaning on not broken till I googled Herhey's and found Their logo displayed with a non-chocolate background. See their cookie and cream bars for an example. So now I must say broken.

People who also on the otherhand just grab a product off the shelf that they are not familiar with without examining the label is also broken.

Posted by: tool at July 13, 2006 01:58 AM


There are a number of complaints that are not even valid, such as "why is Hershey's selling milk?" Hershey's has one of the largest milk-production facilities in the country--they need milk to create milk chocolate (their #1 seller, obviously). So if you have the product, why NOT sell it?

Secondly, I strongly agree with previous commenters that their logo is brown and that's what is on the label (not some arbitrary picture of chocolate as is suggested by the original complaint-poster).

Bottom line: Hershey's has every right to sell whatever they want, plain old milk included, and to put their logo on the product. It's rather absurd to suggest that they are misleading.

Posted by: Steve at July 14, 2006 08:57 AM

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