Homage to Chocolate

By ZAINAB MANSOOR

AS A BRAND, HERSHEY’S warrants no introduction. Established more than 100 years ago by Milton S. Hershey, the brand mastered the art of making affordable milk chocolate for the masses. Hershey’s Kisses, the perfect bite-sized chocolate, was invented in 1907, and soon took the world by storm – the Middle East included. Recently The Hershey Company, in collaboration with Retail is Detail L.L.C, opened the first Middle East Chocolate World Store in Dubai, the second biggest single brand store after its flagship shop in the United States.

Hershey’s Chocolate World Dubai is a chocolate lover’s delight. It offers more than 300 Hershey’s products including the world’s largest Reese’s Peanut Butter cup and Hershey’s Kiss. In a recent interview with Food Manufacturing Journal – Middle East, Ms Sunaina Gill, director of Operations and Merchandising at Retail is Detail L.L.C, shared her views about the Hershey’s brand, the store launch, and growth prospects within the region.

FMJE: What were the strategic reasons for choosing Dubai as a launch pad for Hershey’s Middle East?

Dubai is a terrific city and the hub of the Middle East. It is one of the world’s largest shopping and entertainment destinations. We entered this market for various concepts. The Middle East is growing remarkably and Dubai offers the perfect location in terms of brand awareness and consumer access. For us, it heralds an important investment in the Middle East and will help augment the brand’s regional awareness.

FMJE: What product range does the Hershey’s store offer?

The store offers 80 per cent of the brand’s global product portfolio, with over 300 products in display. The most popular ones include Hershey’s Milk Chocolate, Kisses, Reese’s Peanut Butter cups and Cookies and Cream with sub brands such as Symphony, Mr. Good Bar, Twizzlers, Ice Breakers, Krackel, York, Jolly Rancher and Payday.All the candy is manufactured in the U.S., and product delivery comes through every month. We replenish constantly, depending on visitor traffic.

FMJE: What is the ‘Hershey experience’ all about?

We want to offer an interactive Hershey’s experience to our customers whilst educating them on the Hershey’s heritage.  Hershey’s Chocolate World, globally, symbolises fun, excitement and joy and we wish to replicate just that here. Hershey’s Chocolate World Dubai is home to the world’s largest Hershey’s Chocolate bar, weighing five pounds, the world’s largest Reese’s Peanut Butter cup and the World’s Largest Kiss. The store also holds the “Magnificent Chocolate Works Machine”, an interactive machine that simulates the factory experience down to the sounds and lights that one would see at the Hershey’s factory. Other interactive experiences include customised gifts, hampers and personalised Kiss ribbons.

FMJE: What do ‘Hershey moments’ signify?

“Making moments last” is a philosophy by which Hershey’s markets its candy and chocolates. We help customers capture their special joyous moments. Using special Green Screen technology, chocolate lovers can have their picture taken or have personalised message inscribed on their Chocolate Bar or Syrup Coin Bank. Chocolate evokes happiness. At Hershey’s, we strive to have every customer walk away with a sweet chocolaty memory to cherish for a long time.

FMJE: What taste preferences and trends have you observed amongst local consumers?

Consumers in the region believe in experiential retailing. They want their purchasing experience to be memorable in every sense; hence we try and personalise their buying experience with the photo bar, the customised Hershey ribbon, the Magnificent Chocolate Works Machine and most importaNike