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The title says it all. Hershey is definitely making major changes and trying to increase international market share, but according to the article below, they're a bit behind their competitors. I wonder if those green tea Kisses are any good....

Hershey taps Asian growth with green tea Kisses and almond Reese's cups

Wrigley, Cadbury, Mars and Nestle: It's hard to mistake the dominant presence of Western candies, gum and chocolates over Asian, and even traditional Chinese herbal candies, on display at the 7-Eleven store in downtown Beijing....

Now, America's leading candymaker, The Hershey Co., is seeking to join its top competitors on more candy shelves in places like India and China as it makes a bid to expand its global presence....Confectionery sales are projected to grow more than 5 percent annually in the next five years in India and more than 6 percent in China, with growth in chocolate sales alone in China approaching 10 percent annually over that period.

For the Pennsylvania-based Hershey, that means looking for ways to cater to different tastes...It also means playing catch-up: With a head start of a decade or more, Hershey's top competitors have accumulated solid market shares while learning important lessons in areas ranging from distribution to pricing.

The century-old Hershey, synonymous with chocolate in the United States but relatively unknown abroad, must learn how to get products to shelves in countries where most shoppers buy from small family-owned grocers and street vendors.

Hershey is promising to quickly capitalize on cheaper labor and materials by making products in China and India for the first time. But because the company will be unable to trade on its iconic status, analysts say it shouldn't expect to reap much profit from its expansion any time soon....


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