Mounds (candy)
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Mounds is a
candy bar A candy bar is a type of portable candy that is in the shape of a bar. The most common type of candy bar is the chocolate bar, including both bars made of solid chocolate and combination candy bars, which are candy bars that combine chocolate wi ...
made by
the Hershey Company The Hershey Company, often called just Hershey or Hershey's, is an American multinational corporation, multinational confectionery company headquartered in Hershey, Pennsylvania, which is also home to Hersheypark and Hershey's Chocolate World. T ...
, consisting of shredded, sweetened
coconut The coconut tree (''Cocos nucifera'') is a member of the palm tree family (biology), family (Arecaceae) and the only living species of the genus ''Cocos''. The term "coconut" (or the archaic "cocoanut") can refer to the whole coconut palm, ...
coated in
dark chocolate Dark chocolate is a form of chocolate made from cocoa solids, cocoa butter and sugar. It has a higher cocoa percentage than white chocolate, milk chocolate, and semisweet chocolate. Dark chocolate is valued for claimed—though unsupported— ...
. The company also produces the
Almond Joy Almond Joy is a candy bar manufactured by The Hershey Company, consisting of sweetened, shredded coconut topped with whole almonds and covered in milk chocolate. The company also produces Mounds bars, a similar confection without nuts, coated in ...
, a similar bar topped by whole
almonds The almond (''Prunus amygdalus'', syn. ''Prunus dulcis'') is a species of tree from the genus ''Prunus''. Along with the peach, it is classified in the subgenus ''Amygdalus'', distinguished from the other subgenera by corrugations on the sh ...
and covered in
milk chocolate Milk chocolate is a form of solid chocolate containing Chocolate liquor, cocoa, sugar and milk. It is the most consumed types of chocolate, type of chocolate, and is used in a wide diversity of chocolate bar, bars, tablets and other confectione ...
. The two products share common packaging and logo design, with Mounds using a red color scheme and Almond Joy blue.


History

Originally invented by candy maker Vincent Nitido of
West Haven, Connecticut West Haven is a city in New Haven County, Connecticut, United States, located on the coast of Long Island Sound. The city is part of the South Central Connecticut Planning Region, Connecticut, South Central Connecticut Planning Region. At the 2 ...
, Mounds was created in 1920 as a single piece for 5 cents. In 1929, the
Peter Paul Candy Manufacturing Company The Peter Paul Candy Manufacturing Company is a candy-making division within the Hershey Company. History Peter Paul was founded in New Haven, Connecticut, in 1919 by six Armenian immigrants led by Peter Paul Halajian, with a manufacturing plant ...
purchased the line and began production. The format changed to two pieces that still sold for 5 cents, with the price rising to 10 cents after World War II. Mounds was made in milk chocolate as well. During World War II, Peter Paul was faced with severe shortages of sugar and coconut, which had been shipped from the Philippines before war broke out. The company instead began sourcing coconut from the Caribbean using its own fleet of small vessels for transportation of coconut supplies to the United States. Nicknamed the "Flea Fleet", these seven ships were small enough to avoid detailed scrutiny by German naval vessels operating in the Caribbean and yet carried sufficient supply of coconut to keep Peter Paul in operation during the war. Rather than sacrifice quality, the company discontinued some of its lesser selling brands and concentrated production on the Mounds candy bar. Over the years, Peter Paul added several products to its line, including the Almond Joy candy bar (1946) and
York Peppermint Pattie York Peppermint Pattie is an American dark chocolate enrobed peppermint confection introduced in 1940 and currently produced by the Hershey Company. History About 1920, Henry Kessler founded the York Cone Company Corporation on South Pine Stre ...
s (1940).
Cadbury Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company owned by Mondelez International (spun off from Kraft Foods) since 2010. It is the second-largest confectionery brand in the world, after Mars. ...
and Peter Paul merged in 1978, and Hershey Foods purchased the company's U.S. operations in 1988. Mounds, Almond Joy, and other Peter Paul confections were manufactured in Naugatuck, Connecticut, from the early 1920s until 2007. In 1950,
Peter Paul Candy Manufacturing Company The Peter Paul Candy Manufacturing Company is a candy-making division within the Hershey Company. History Peter Paul was founded in New Haven, Connecticut, in 1919 by six Armenian immigrants led by Peter Paul Halajian, with a manufacturing plant ...
built a larger plant in Naugatuck to produce its confections. Following its acquisition of Mounds and Almond Joy in 1988,
The Hershey Company The Hershey Company, often called just Hershey or Hershey's, is an American multinational corporation, multinational confectionery company headquartered in Hershey, Pennsylvania, which is also home to Hersheypark and Hershey's Chocolate World. T ...
continued to manufacture Mounds and Almond Joy at the Peter Paul plant, before moving the manufacturing operation to a more modern plant in Stuarts Draft, Virginia, in 2007. At the time of the move, the 250,000 square foot Naugatuck plant was operating at 40% capacity. A limited-edition Mounds Island Orange candy bar was introduced in 2006 with orange-colored and orange-flavored coconut but did not last long.


Advertising

Mounds' original slogan, "Indescribably Delicious", was created when Mounds ran a contest to come up with the best two words to sell the candy. Leon Weiss, who came up with the slogan, won $10. Peter Paul, Inc. filed a trademark application for the phrase on February 20, 1964, claiming a date of first use on June 15, 1956. The trademark registration date was August 3, 1965. Mounds continues to use the slogan in advertising and on the wrapper. Mounds uses a packaging and logo design similar to its sister product, with Almond Joy's blue replaced by red, and the two candies are often advertised together. The candy's 1970s ad campaign used a jingle, "Sometimes you feel like a nut / sometimes you don't / Almond Joy's got nuts / Mounds don't", written by
Joey Levine Joey Levine (born May 29, 1947) is an American singer, songwriter and record producer of pop music, who has been active since 1966. Career Levine sang lead vocals on several Top 40 singles including "Run Run Run" by The Third Rail (1966), " ...
.


Similar products

The Bounty bar is a similar product manufactured by
Mars, Incorporated Mars, Incorporated (doing business as Mars Inc.) is an American multinational manufacturer of confectionery, pet food, and other food products and a provider of animal care services founded on June 23, 1911, headquartered in McLean, Virgini ...
. On his 2001 ''One Foot in the Gravy'' album, John Shuttleworth extols the cardboard tray in the Mounds bar, which is absent in the Bounty.


References


External links

* {{Hershey Chocolate bars The Hershey Company brands Products introduced in 1920 Brand name confectionery Coconut confectionery Kosher food Candy