N4L 021: "The Emperors of Chocolate" by Joël Glenn Brenner

Joël Glenn Brenner, the only journalist to gain full access to candymaker Mars, uncovers the story of chocolate rivals in The Emperors of Chocolate: Inside the Secret World of Hershey & Mars. The tale is not far off from Roald Dahl's Charlie and the Chocolate Factory, which mirrors the epic rivalry between British candy companies Cadbury and Roundtree. The extraordinary relationship between main characters Forrest Mars and Milton Hershey makes for a true story almost stranger than fiction. Polar opposites yet great foils, the two men vigorously pursued success for different reasons. While Mars sought to build empires, Hershey aimed to make the world a better place. The Mars family fiercely held sole ownership and Milton Hershey gave away all his wealth during his lifetime. Mars maniacally guarded company secrets, whereas Hershey opened doors to employ virtually every member his utopian community. Mars has been notoriously tight-lipped about its efficiency of operations, putting Hershey to shame. But it was Nestle then Hershey that cracked the code for blending milk and cocoa butter. This jockeying for the top between the two behemoth chocolate makers has continued for more than a century. Although candy ingredients are limited, occasionally new candies result from fortunate accidents. Such is the story behind Reese's Peanut Butter Cup. During wartime, candy manufacturers are often given special license to make even more products to include in soldiers' rations. This creates an opportunity to do big business worldwide. Nutrition researcher Michael Levine says, “Chemically speaking, chocolate really is the world’s perfect food.” American and European chocolate differ in the process and taste. Yet, people the world over continue to consume tons of chocolate. Americans love M&Ms, the all-time best-selling candy. When Mars declined the offer to showcase M&Ms in Steven Spielberg's E.T., Hershey stepped in with Reese's Pieces. This debut of "product placement" jettisoned Hershey to the top spot once again. Both companies continue to gobble up little candy companies and fight for rack space. Globally, Mars dominates the marketplace, but in America, the two firms manage to remain neck and neck. BUY The Emperors of Chocolate: Inside the Secret World of Hershey and Mars