McVitie’s is stepping up its ambitions in China with a strategy that looks beyond the biscuits that made the British brand famous, as owner pladis seeks to build McVitie’s into a £1 billion global brand. While limited McVitie's biscuits are already available in China, pladis is now expanding the brand through locally developed snacks designed specifically for Chinese consumers. The move marks a new phase for one of Britain's best-known food brands. While McVitie’s remains synonymous with Digestives in places like the UK and Ireland, pladis believes future international growth will increasingly come from expanding the brand beyond its traditional biscuit range. In other markets, that evolution is already underway through products such as McVitie’s Joy in Saudi Arabia and Egypt, underscoring the brand’s ability to flex across formats and occasions internationally. China is one of the brand's biggest long-term growth opportunities. As part of that strategy, pladis will launch a locally developed McVitie’s Flipz range this August, produced in China and developed for local tastes. Rather than exporting existing products from Europe, pladis has developed the range around Chinese tastes and shopping habits, from flavours and portion sizes to how the products are made and sold.
BBQ - How important is it to understand the market when developing new products?
