Hershey's Reigns Supreme as America Declares Love for "Kisses," Dethroning M&M's as America's Favorite Chocolate Brand, According to the 2012 Harris Poll EquiTrend® Study

NEW YORK, April 12, 2012 /PRNewswire/ -- Americans have a sweet tooth and proclaim chocolate candies as their favorite indulgence, according to the just released 2012 Harris Poll EquiTrend (EQ) study, an annual study of brand equity, conducted by Harris Interactive.

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In the perennial battle of the brands, Hershey's Kisses is the top ranked chocolate candy brand for the fifth time in eight years.  America's favorite little chocolate candy unseats one of its most enduring competitors, M&M's Plain Chocolate Candy, which has occupied the top spot whenever Hershey's Kisses Chocolate Candy hasn't.

While always enjoying strong brand equity, this year Reese's Peanut Butter Cups Chocolate Candy moves up to the second spot for the first time. "For the last eight years, it has been a battle between Hershey's Kisses and M&M's Plain Chocolate Candy for the top spot as America's favorite," says Aron Galonsky, Senior Vice President of the Brand and Communications Consulting Group at Harris Interactive.  "While Reese's Peanut Butter Cups Chocolate Candy is usually in the top five, 2012 marks the first time that it is a contender for the top spot.  It will be interesting to see if it continues this momentum."

This year, Hershey's and Mars products dominate the top chocolate brands, which include Hersey's Milk Chocolate Candy Bars, Kit Kat Bars, and Reese's Pieces.  Within the Mars family, Peanut M&M's, Snickers, and Twix also make the list of top brands. 

Premium Chocolate

The 2012 study marks the first EQ in which premium chocolate is separate from the larger candy field.  Ghirardelli Chocolate, which made its first appearance in the Harris Poll EquiTrend study in 2008, is the top ranked brand followed by Godiva Chocolate and Dove Milk Chocolate.

What a Life Saver

For those Americans who enjoy candy of he non-chocolate variety, Life Savers Candy takes the top spot.  Other non-chocolate brands making the top of the list include Jolly Rancher, Tootsie Pops, Skittles, and Starburst.

Chewing Something Extra

For the first time, chewing gum is sorted into its own Harris Poll EquiTrend category, and as such, Extra Gum chomps its way to the top, followed by Dentyne Gum, 5 Gum, Trident, Orbit, and Stride Gum.

About Harris Poll EquiTrend ®

Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health - including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Harris Interactive has conducted its Harris Poll EquiTrend study regularly since 1989, and can offer yearly trended data from 2005. The Equity Score, a key take-away from Harris Poll EquiTrend, has been validated against financial performance by Georgetown University.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive.

Product and brand names are trademarks or registered trademarks of their respective owners.

For a complete listing of all the brands covered in the study, contact Dagney Cassella at 212-539-9600 or [email protected].

About Harris Interactive
Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for The Harris Poll® and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in more than 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

Press Contact:

Steve Piork
Gibbs & Soell
212-697-2600, ext. 1252
[email protected]

SOURCE Harris Interactive

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