HERSHEY, Pa. (AP) - This Valentine's Day, Americans can seal their letters with a kiss. In conjunction with the 100th anniversary of Hershey's Kisses, the U.S. Postal Service on Saturday held a ceremony to issue the 39-cent "With Love and Kisses" stamp, featuring the iconic chocolate treat.

U.S. Postmaster General John Potter, a self-described "chocoholic," told the hundreds gathered at Hershey's Giant Center that "this stamp will echo the message of love and caring."

Designed by illustrator Jose Ortega of New York City and Toronto, the Hershey's stamp features a Kiss and a red heart. Written on the heart is "Love," while "Kisses" appears on a plume that extends from the top of the foil-wrapped chocolate.

"Think of all the Valentine cards you can send sealed with a kiss," said Richard Lenny, president and chief executive officer of The Hershey Co., the largest U.S. candy maker.