Mars Inc. (the chocolate story)

9730.367 - 9757.852 David Rosenthal

Yep. So finally in 1969, Hershey can hold out no longer. Commodity prices spike and they make the historic decision to raise the price of the bar to 10 cents. And they think that the way they can make this palatable to consumers is they will also boost the size of the bar back up to the original one and a quarter ounces. So actually, economically, they're still at a wash here.