MUMBAI: We’ve all been there where we ask our relatives and friends to bring us imported chocolates and candies from their trip abroad. Hershey’s Kisses have always been one such popular chocolate. The chocolates are distinct because of their unique shape and each one is delicately wrapped to make them perfect for sharing them with loved ones.
But you wont have to ask anyone to bring those scrumptious chocolates from abroad anymore. Hershey India, a part of The Hershey Company, a leading global snacking giant and the largest producer of quality chocolates in North America, has launched its iconic and much-loved Hershey’s Kisses chocolate brand in India.
Hershey’s Kisses will come in milk chocolate, almond and cookies ’n’ creme flavours. The Kisses range in India is the result of intensive R&D and consumer testing to develop the right taste profile for discerning Indian consumers who seek premium chocolates.
And that’s why it wont taste like the Hershey Kisses you get in United States because the taste is different considering the Indian palate and weather conditions here.
The Hershey Company president international Steven Schiller says, “There is a lot of potential for The Hershey Company in India. This market is an important part of our International growth model. The Hershey’s brand has been leading our India growth and Hershey’s Kisses is a wonderful way to continue that growth by tapping into the growing chocolate segment.”
Hershey’s Kisses milk chocolate will be available at an attractive price point of Rs 50 and Rs 140. During the first phase of this launch, Hershey’s Kisses will be available only in South India at modern trade, large general trade and e-commerce in South India. The rational behind launching in South first is because the company has a strong base in south India and it contributes to one-third of the total chocolate consumption in India.
The company has a manufacturing plant in Bhopal, Madhya Pradesh and the other two are run in Gujarat and Telangana. The US-based chocolate and confectionery firm Hershey has committed to investing $50 million in India over the next five years to scale up its operations here.
The festive season has just embarked in India but Hershey does not plan on having festive and gifting options for its portfolio just as yet. Hershey India managing director Herjit Bhalla says, “We will consider gifting going forward but not at the moment as want to concentrate only on south market right now and increase the consumer base.”
Steven Schiller thinks that there is more potential in India than there is in any other market right now because of the sheer size of the young population with strong economy that creates a ripe environment for people to partake in the snacking category.
Without giving out any details, the multinational company announced that it is set to bring another product in India by the end of 2018.
Kisses will be marketed with an extensive 360 degree marketing plan including TVC, digital campaign, print, outdoor, sampling, in-store visibility.
Globally, as many companies are reducing the sugar and salt content in their products to provide consumers a healthy and better alternative, Hershey believes in not changing the proportions and formulation too much. Steven Schiller mentions, “We spend a lot of time understand the trends and different types of products that people are interested in. I don\'t want to make commitments about the reduction because it also has to make commercial sense.”
The journey of the Hershey’s brand in India started a decade ago with the introduction of the Hershey’s Chocolate Syrup and now has Sofit milk, chocolate spreads and Jolly Rancher candies. Globally, the company makes nearly 70 million Hershey’s Kisses every day that are sold in nearly 60 countries.
The launch of Hershey’s Kisses might further fuel the growth of the Hershey’s brand in this country.
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