This essay provides a detailed examination of the rise and fall of Hershey's Kissables, a variant of the classic Hershey's Kisses introduced in 2005. It explores the strategic reasons behind the launch of Kissables, emphasizing their innovative design aimed at capturing a market leaning towards fun, shareable, and visually appealing snacks. The initial success of Kissables is attributed to effective marketing strategies and their unique appeal. However, the essay also delves into the challenges that led to their decline, including a significant formula change that altered the product's taste and quality, diminishing consumer enthusiasm. Additionally, it discusses the broader competitive dynamics of the confectionery market and the impact of the late 2000s economic downturn on consumer preferences, which ultimately led to Hershey's decision to discontinue Kissables in 2009.