WWII Chocolate: How War Created America's Candy Giants

As Halloween nears, Americans will buy literal tons of candy, most of it from the two titans among confectionery companies, Hershey and Mars. These companies owe their market dominance in part to the bloodiest war in human history thus far. In the lead-up to World War II, the US military asked Hershey to make a chocolate bar that could survive heat, but taste only slightly better than a boiled potato. The result? The 600 calorie de-ration bar, which Hershey made over three billion of during the war. Meanwhile, the Sons of Hershey executive teamed up with the Mars founders son to create a chocolate that, quote, melts in your mouth, not in your hand. Those candies, dubbed M&M's after their inventors last names, were produced exclusively for the US military until 1947, after which they became one of America's most popular candies. From rations to Halloween treats, Hershey and Mars went from fueling troops to satisfying the sweet tooth of countless Americans.