Hershey's Versus M&Ms : The War of the Bite - Size Milk Chocolates Read the following scenario and answer the related question below : Consumers have various associations for brands such as M & Ms and Hershey's , but these associations tend to be consistent . However , Hershey's is stirring these associations up by introducing Kissables , a small bite sized piece of milk chocolate covered in a colored candy coating . Sound too familiar ? It is not by accident . This is the first move by Hershey's to attempt to attack the market share of M & Ms head on . Hershey's has plans to expand the brand by introducing a variety of new products in coming years . Many of them could take on M &Ms and other candies with established concepts . Illustrate an associative network for Hershey's Kissables