Big in China: Jumbo shrimp pizza and green tea Oreos

When brands go abroad, they look different than they do back home.

hershey lancaster

Hershey Co. (HSY, Fortune 500) has announced a new candy brand called Lancaster that is designed explicitly for the Chinese market. It's the first time the company has ever started a brand outside the U.S. Though it's a new strategy for Hershey (and certainly key to its goal of reaching $10 billion in sales by 2017), the Pennsylvania-based chocolate maker is in good company. Plenty of other food service and consumer products have approached China -- a market that often requires more brand alterations and tweaking than others to guarantee success -- with a direct appeal to local tastes. Here's how others have made the leap.

  @FortuneMagazine - Last updated June 06 2013 08:02 AM ET
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