Hershey Co. has dropped a dump on its new “modernized” logo. Literally!

The Pennsylvania chocolate company added an image to their trademark that strikingly resembles a turd. Hershey unveiled a few changes to its previous logo this week. Hershey Global Design handled the logo design in-house, with assistance from goDutch of Cincinnati and Alexander Design Associates of New York.

The famous US chocolate brand simplified their logo by removing the “S” off the end of “Hershey’s” and cartooned their image of the Hershey Kiss to a flattened version.

Just one small problem…the Hershey Kiss now looks more like the poop emoji than a piece of milk chocolate. People took to Twitter to express their opinions on Hershey’s recent sh**ty marketing strategy (pun intended).

There aren’t too many things in this world that makes my stomach churn or lose my never-ending appetite, especially when it comes to chocolate. However, the thought of a steaming pile of feces really taints my craving. Bold move, Hershey.

Howard Davidson Arlington Massachusetts