The First Hershey's Chocolate World in Middle East Opens in Dubai

DUBAI, UAE, July 1, 2010 - The Hershey Company, known as The Chocolate Company in the
United States, has appointed Retail Is Detail L.L.C. to open its first Middle
East Hershey's Chocolate World store in the world's largest shopping and
entertainment destination in the world, The Dubai Mall. U.A.E. Hershey's
Chocolate World represents fun, happiness and excitement and offers a wide
array of Hershey products for people of all ages.

Retail Is Detail L.L.C. has signed exclusively with Hershey's
for the expansion and franchise rights of Hershey's Chocolate World in the
Middle East and South East Asia. The company intends to launch more Hershey's
Chocolate World concept stores in both continents within the coming months.

Fun, sweetness and adventure awaits at Dubai's Hershey's
Chocolate World. You'll be greeted by a giant Hershey bar & Kisses character
as you enter this delightful world of excitement and entertainment devoted to
all things chocolate. The store offers more than 300 Hershey's products
including giant chocolate bars, Hershey memorabilia, and even customized
products.

Capture your special experience at Hershey's Chocolate World
with Hershey's Moments! Using special Green Screen technology, you can now
customize your very own Hershey's Chocolate Bar or Hershey's Syrup Coin Bank.
Create your own special Hershey's moments by having your picture taken and
coming up with personalized messages to place onto your Hershey's Chocolate
Bar or Hershey's Syrup Coin Bank that will be unique to you and your loved
ones.

"We are absolutely thrilled to be the first to launch the
Hershey's Chocolate World concept in the Middle East," says Sunaina Gill,
Director of Retail Is Detail L.L.C. "At Hershey's, you will find hundreds of
exclusive products including giant chocolate bars, Hershey memorabilia, and
even customized products. The store is a great way for people to enjoy our
chocolate, but it's also a fun, interactive experience for visitors of all
ages."

"Consumers around the world recognize Hershey's Kisses," Gill
said. "They are known as tokens of affection and have become extremely
popular gifts, and of course, they're delicious."

"The Dubai store is in a terrific location," said Ted
Jastrzebski, Senior Vice President, President, Hershey International. "It
represents an important investment in the Middle East and will help increase
consumer awareness. But most importantly, it's about having fun and enjoying
great chocolate."

The Hershey's store is located on the Second Floor of The
Dubai Mall, between Reel Cinemas and the Food Court.

Hershey's Chocolate World Dubai is also home to the World's
Largest Hershey Chocolate bar, weighing in at an extensive 5 pounds and sized
at 60 centimeters by 30 centimeters. In addition, the store is also home to
the World's Largest Reese's Peanut Butter Cup and World's largest KISS, never
before seen in this part of the world.

For further information please contact:

    Kathleen Chan
    Marketing & Communications Manager
    Retail Is Detail L.L.C.
    Email: kathleen@retailisdetailllc.com
    TEL: +971-4-339-8879

Kathleen Chan, Marketing & Communications Manager, Retail Is Detail L.L.C., Email: kathleen at retailisdetailllc.com, TEL: +971-4-339-8879