Hot off of the PR disaster that was forcibly cutting off the U.S. supply of U.K. Cadbury chocolates, Hershey is determined to win over hearts and minds yet again by deploying its CocoJet 3D printer as a permanent exhibit at Hershey’s Chocolate World in May 2015.

Ad Age reports that customers will be able to order chocolate selfies, as well as other custom shapes like wedding cake toppers when they interact with the CocoJet. It makes sense that CocoJet would find its way back home: it debuted in December at Chocolate World, then traveled to CES in Las Vegas earlier this month.

Hershey worked with 3D Systems—the oldest 3D printer company in the business—to build every iteration of the CocoJet so far. Currently, this is version number four, and the recipes keep evolving as well.

Jeff Mundt is the senior marketing manager of technology at Hershey’s Innnovation Center. He told Ad Age,

This technology will be fundamental to the way people interact with food in the future. If we don’t get on the edge and lead the way to edible food printing, somebody else will do it for us. And we’re all about innovation. Our approach is launch to learn, rather than learn to launch. Put something out in front of people and see how they respond to it. Tweak it, come back with another iteration and go from there.”

homer chocolate gif

Mundt also says that Hershey doesn’t have an end-game planned for exhibiting this technology. The entire point of Chocolate World is to get visitors to “engage with chocolate,” in ways other than simply going to a retail outlet to purchase it, then sitting on the couch and eating it—or mindlessly chowing down while running to catch the A train.

He elaborated,

We don’t have the final objective in our minds. We’re working toward that. The beauty of 3D printing is that you can make something with this that you could never get out of a mold; use the technology to create something maybe no one has ever thought of or ever experienced.”

[via Ad Age]