The Wedding Cookie Table Community, a Pittsburgh-based baking group, had noted imperfections of the candy on its Facebook page.
"I just opened a few bags today for cookies I'm making next week ... every single one is missing the tip," wrote one member.
Another person said: "This is crazy!!! Looks like way more have broken tips than not!! Unacceptable Hershey!!."
And one member of the Facebook group wrote: "I really don't believe they are snipping the tops off. I think there was a problem at the factory. Call and complain! I haven't purchased yet because of this but I will this week and see what I get."
The Hershey Co. issued a response Thursday.
"We love our Kisses as much as our consumers," Jeff Beckman, a Hershey spokesman, said in a statement Thursday obtained by Penn Live. "We make more than 70 million Kisses a day here in Hershey, Pa., and we want each of them looking as great as they taste."
The spokesman explained the desire to improve the appearance.
"The iconic, conical shape is one of the reasons families have loved Kisses for generations," Beckman said. "We shape the tip on our classic, solid Milk and Dark Chocolate Kisses to create that iconic appearance. And while there has always been some variability in that process, we are working to improve the appearance because it's as important to us as it is to our fans."
But the company didn't explain why tips are missing.
On Wednesday, Hershey showed off an advertising campaign that encouraged consumers to embrace the broken Kisses.
In a photo of a variety of Kisses, some with their tops missing, it includes the message: "Warm hearts this holiday season and take the time to celebrate our differences."
Best Holiday Wishes from HERSHEY'S KISSES. pic.twitter.com/0yZNdfh5Xp
- HERSHEY'S (@Hersheys) December 20, 2018
Consumers who complained may receive coupons -- as the company's "regular practice" to placate dissatisfied customers.
Beckman said the number of inquiries have been very small "in the context of the thousands of consumer inquiries we receive every month."
Hershey Company was founded in 1894 by Milton Hershey in the Pennsylvania town that bears his name.
By the end of 1900 he sold his first Hershey bar, according to the company's website. And in 1907, the Hershey's Kiss was introduced.
Candy now includes the Krackel bar, Reese's Butter Cups, Almond Joy, Mounds, Kit Kat, Heath bar, Mr. Goodbar, Milk Duds, Twizzlers as well as Cadbury products.
Hershey had revenue of $7.5 billion in 2017, according to a financial filing.
