American chocolate brand Hershey is launching a new candy brand in China called Lancaster – Yo-man in Chinese – to target one of the world’s fastest-growing candy markets.
Hershey has crafted three flavours specifically for Chinese consumers using a milk-condensing process called nai bei. The candy will be distributed in the Chinese cities of Wuhan, Hangzhou and Chengdu in June 2013. The brand expects to expand throughout China later in the year.
This is the first time Hershey has launched a new brand outside the US. Hershey hopes to gain a share of China’s milk candy confectionary market, which is estimated to be worth 7.5bn yuan ($1.2bn), accounting for one quarter of the total candy market.
“Consumers in China love high-quality, delicious candy that reflects care and craftsmanship and gives them a rich taste experience that is distinct and premium,” said Jane Xu, Vice President and General Manager of Greater China for The Hershey Company. “Lancaster Nai Bei candy provides consumers with a milk candy experience that is unlike any other product available in the China market.”