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Hershey Aims to Establish Presence in China

Aware that it needs China's sweet tooth, Hershey Co. (HSY) is rolling out a Chinese brand designed for the world's fastest-growing candy market.In a first launch beyond the U.S. market, Hershey is unveiling Tuesday a candy known in English as the Lancaster and in Chinese as Yo-man. The Pennsylvania company plans to spend "several million dollars" marketing three kinds of the condensed-milk candy to gain a share of China's market for milk candy, which Hershey estimated to be worth 7.5 billion yuan ($1.2 billion).Premium milk candy is the fastest-growing segment in China's candy market, Hershey said.To better concoct recipes that cater to Chinese tastes, Hershey on Wednesday will officially open its Shanghai-based Asia Innovation Center. It will be the company's second-largest research and development center world-wide. One of Hershey's main rivals, Kraft Foods Group Inc. (KRFT), has captured a growing segment of China's snack-foods business by selling Oreos with special flavors like Gre...

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