It wasn’t until 1926 that Hershey Chocolate Company began manufacturing and marketing chocolate syrup. When Hershey’s Syrup was first introduced, it was marketed to commercial users (i.e. bakers, soda fountains, restaurants). Commercial chocolate syrup was marketed in two strengths: single and double. Single strength was promoted for use in soda fountain pumps for making carbonated beverages. Double strength was used for use as a topping and in milk drinks.
In late 1928, salesmen’s requests led the company to package and market Hershey’s single strength chocolate syrup for home use. It was packaged in two sizes: 5 ½ oz. and 18 oz. metal tins. In 1934 the 18 oz. size was reduced to 16 oz and marketed as a 1 pound tin. Labels incorporated the iconic Hershey block letter design.
To help introduce the new product to consumers, Hershey Chocolate hired a public relations/marketing firm, N.W. Ayer & Son, to help with the launch. Hershey also hired a noted home economist, Caroline King, to develop 12 recipes using syrup. The recipes and syrup samples were distributed to “home institutes” and magazines, including Good Housekeeping Delineator, People’s Home Journal, McCall’s Magazine, Women’s Home Companion, Liberty and Conde Nast Publications. Initial results were positive and publications printed recipes and articles about Hershey’s new product.
Here’s a page of recipes from one of those early recipe pamphlets: