Confectionary maker Hershey is aiming to initiate its chocolate selling operations in the UK and European markets. It is the first time in Hershey’s history that the confectionary giant is joining hands with Asda and Sainsbury in an effort to grab some lucrative opportunities in the UK and European markets.

Hershey’s kisses, the chocolate shaped like flat-bottomed teardrops will be the most sold chocolates as per the Hershey’s business plan.

Asda, under the flagship of the US retailer Wal-Mart, has plans to sell a range of Hershey products in the UK grocery stores for the first quarter of 2011. Along with Hershey’s products, Asda will also sell branded products like Mr. Goodbar, Hugs and Reese’s Pieces.

Sainsbury, along with Asda, will sell Hershey’s Kisses in its larger outlets for the first three months of next year. At present, Sainsbury superstores are selling the Reese’s Nutragrous peanut bars, which are manufactured by Hershey.

Hershey chocolates have a distinctive taste and in order to suit the European taste buds, Hershey will walk that extra mile. Hershey is already planning to collaborate with US retail giant Wal-Mart, parent company of Asda, with an objective to maximize the reach of its products.

"We believe people will buy [Hershey's Kisses] without a lot of marketing support if we demo them and let people taste them,” said Doug McMillion, Head of Wal-Mart’s international division.

While the Asda spokeswoman said, "The range has been exclusively developed for Asda and will be in the majority of stores. We are sure our customers will love them."