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Mix together sugar, HERSHEY'S Cocoa and salt in medium heavy-bottomed saucepan; stir in water. Bring to boil over medium heat, stirring constantly; boil and stir 2 minutes. Add milk; stir and heat until hot (do not boil). Remove from heat; add vanilla. Whisk until foamy.
Pour into serving mugs or cups. Garnish with whipped cream topping or marshmallows, if desired. Serve immediately.
VARIATIONS: Add one of the following with the vanilla extract: SPICED: 1/8 teaspoon ground cinnamon and 1/8 teaspoon ground nutmeg. Serve with cinnamon stick, if desired. MINT: 1/2 teaspoon mint extract OR 3 tablespoons crushed hard peppermint candy. Serve with peppermint stick, if desired. CITRUS: 1/2 teaspoon orange extract. MOCHA: 1 to 2 tablespoons powdered instant coffee. AU LAIT: Spoon 2 tablespoons softened vanilla ice cream on top of each cup of hot chocolate at serving time.