Black cocoa powder has been "dutched" or had its acidity neutralized with an alkali solution--that gives it its black color. In contract, natural process cocoa powder, such as Hershey's, hasn't been dutched so it will have a brown hue and may look reddish as well. Before cocoa beans are milled, they are alkalized. A Dutch man named van Houten created the alkalization process thus the term "dutched" frequently used in cocoa powder.