Hershey has announced plans to roll out a new candy made for specifically for the Chinese market.
In a first launch beyond the U.S., Hershey unveiled on Tuesday a candy known in English as the Lancaster and in Chinese as Yo-man, the Wall Street Journal reports.
There are three specially crafted flavors made through a cooking process called Nai Bei where high-quality imported milk and slow cooked: Original Pure Nai Bei, Pure Nai Bei filled with Rich Nai Bei, and Pure Nai Bei filled with Strawberry.
The new candy will be launched in the cities of Wuhan, Hangzhou and Chengdu in June.
It’s the first time the company has launched a completely new brand outside the United States in its nearly 120-year history. It is also the company’s first new brand that is not a brand extension or acquisition in the past 30 years, the company reported
Premium milk candy is the fastest-growing segment in China's candy market, Hershey said.
The Associated Press contributed to this report.