Post-World War II: The Enduring Legacy of Chocolate and Warfare
After World War II, the relationship between chocolate and the United States Armed Forces persisted. For example, an article released by the Associated Press in 1990 outlines the enduring relationship between Hershey’s and the U.S. military. The article quotes Richard A. Zimmerman, Hershey’s chairman and chief executive officer, “chocolate has long been an American favorite and we are happy that we can supply the soldiers in Saudi Arabia with a familiar taste from home.” (1) The accompanying image of Hershey’s Desert Bars illustrates the bar’s coloring in order to blend into the desert environment; moreover, Hershey designed the bars so they “won’t melt in 100 degree-plus heat.” (2) On the other hand, Sarah Ellison, a long tenured writer for the Wall Street Journal, explains the reasons for the U.S. military’s relatively recent shift to using generic chocolate alternatives as rations. (3) She argues that the Armed Forces did not want to favor one chocolate company over another for political reasons. (4) The article discusses that U.S. soldiers have a very strong preference for M&M’s and Hershey’s bars over the generic alternative. (5)
The association between chocolate and American military campaigns is older than the United States itself, dating back to the French and Indian Wars. More importantly, chocolate has literally saved American lives as an emergency military ration and the candy also improved morale by providing troops on the frontlines with a familiar and scrumptious taste from home. In addition, since Americans vigorously supported World War II on the homefront, an analysis of the advertisements during that time clearly demonstrates that the chocolate manufacturers were anxious to associate their products with the American war effort. Furthermore, chocolate was often a popular medium to unite soldiers on the front lines with people on the homefront via fundraising campaigns. Finally, I have to pause to consider that two very familiar items in my own life, M&M’s and Hershey bars, were often the only solace the people my age received while fighting in combat.
1. Associated Press. “Hershey Deploys First Round of Heat-Resistant Chocolate.” apnews, December 11, 1990. https://apnews.com/article/423baa8b18e8c545897e8fc0d1e9ffbe.
2. Associated Press. “Hershey Deploys First Round of Heat-Resistant Chocolate.” apnews, December 11, 1990. https://apnews.com/article/423baa8b18e8c545897e8fc0d1e9ffbe.
3. Ellison, Sarah. “Consumer-Goods Companies Compete to Supply Military.” Wall Street Journal. Dow Jones & Company, March 15, 2003. https://www.wsj.com/articles/SB104760880411111900.
4. Ellison, Sarah. “Consumer-Goods Companies Compete to Supply Military.” Wall Street Journal. Dow Jones & Company, March 15, 2003. https://www.wsj.com/articles/SB104760880411111900.
5. Ellison, Sarah. “Consumer-Goods Companies Compete to Supply Military.” Wall Street Journal. Dow Jones & Company, March 15, 2003. https://www.wsj.com/articles/SB104760880411111900.