Hershey is rolling out new premium candy bar for China
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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.
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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.
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The Associated Press contributed to this report.