The Hershey Company has opened its first Middle East Hershey's Chocolate World Store in Dubai, UAE.

The store, which was officially opened in Dubai Mall on 30 June, is the second biggest single brand store after its flagship store in Pennsylvania, USA. Offering 80 per cent of Hershey's global product portfolio, it will sell more than 300 Hershey products and memorabilia. To entice customers, Hershey's has introduced various interactive features such as customers being able to customise their own Hershey bar by having their picture and personal message printed on a bar of chocolate. Another is a filler bucket, a machine that churns out Hershey's Kisses while showing their history and how they are made.

Other attractions include the world's largest Hershey Chocolate bar which weighs 5lbs and measures 60cm x 30cm, plus the world's largest Hershey's Kiss and Reese's Peanut Butter Cup. Hershey - known as The Chocolate Company in the US - has signed a deal with Retail is Detail for the expansion and franchise rights of Hershey's Chocolate World in the Middle East and south east Asia. The company says it intends to introduce more concept stores in both areas over the coming months.

Milton Bruce, vice president of finance at Hershey said: "The Middle East is a fast growing location and Dubai is at the perfect crossroads for us in terms of brand exposure."