How did Hershey’s, a brand founded in southern Pennsylvania, move south? It was simple, really. By forming a partnership with Latin singer/actress Thalia Sodi in 2004, the Hershey’s brand is strategically positioned to appeal to a Hispanic marketplace. The Cajeta Elegancita candy bar is just one product in the Hershey’s product line that Thalia herself promotes: La Dulceria Thalia (also known as Thalia’s Candy Store). In addition to sponsoring her U.S. tour, Hershey’s will participate in other promotions to pimp these candy bars to a Spanish-speaking audience. Some problems arose, however, when the candy bar with the flavor of “cajeta??? (a caramelized milk used in many desserts) was advertised in print magazines. In some Latin countries, like Argentina, the word cajeta is slang for female anatomy. Oops! A big mistake, but forgivable for many, who aren’t familiar with the term’s offensiveness in their native dialect.

Scandal aside, Hershey’s Cajeta Elegancita bar will be judged by its taste and taste alone. And I’m the self-appointed judge. I opened the wrapper to discover a sweet, coconut smell. I’m expecting a wafer candy bar with light chocolate coating, and I actually get two twin bars, like in a Twix package. The Cajeta Elegancita is kind of dry—the top of the wafer is not covered at all, merely drizzled with chocolate. It is supposed to have dulce leche (sweetened milk)—that’s the “Cajeta??? part. I suppose it does have a milky flavor, but it comes in more of a powdery taste than a liquid silk. The bar itself is okay, but nothing to write home about. It does remind me of some of the cookies I bought on trips to South America, so the authenticity is there. Anyway, it’s Hershey’s, so I don’t think they’ll have a problem making a few bucks. I’d personally be willing to try anything with the Hershey’s name attached to it, even more from La Dulceria Thalia.

Tags: Hershey’s, wafer candy, caramel milk, crispy candy,  sweets