It’s iconic—the brown wrapping paper with the crinkly silver foil underneath. The bold condensed type that spells out a name as iconic as the packaging itself: Hershey’s.

Plenty of us have a nostalgic remembrance of those chocolate bars, but few of us ever consider the story behind that packaging. Hershey’s can indeed satisfy the most saccharine sweet tooth, but they are also most likely to be the very last indulgence at the bottom of your Halloween bag. We use to see them as the chocolate bar to beat. But could you imagine yourself purchasing a Hershey’s bar over the countless artisan varieties today? What’s changed?