pladis expands McVitie’s in China, targeting US$1.35B brand
The strategic push supports the consumer goods company’s overarching ambition to transform McVitie’s into a £1 billion global brand by diversifying its portfolio beyond traditional biscuits in high-growth international markets.
CHINA – McVitie’s owner pladis is expanding the British brand beyond traditional biscuits in China with a locally developed range of McVitie’s Flipz snacks, targeting growth in one of the world’s largest and fastest-changing snacking markets.
The move forms part of pladis’ ambition to build McVitie’s into a £1 billion (US$1.35B) global brand by adapting its products, formats and channels to local consumer preferences.
The new range was launched in August, initially in Shanghai and Guangzhou, combining the McVitie’s brand with Flipz’s chocolate-coated pretzel format.
Three flavours have been developed specifically for Chinese consumers: Matcha Honey, Lemon Basque Cheesecake and Chocolate Hazelnut.
The products are offered in smaller, bite-sized formats designed to reflect local snacking habits and are manufactured in China through an approved pladis partner.
The products are being sold through major e-commerce platforms including Tmall, JD.com and Douyin, as well as selected retailers such as Costco, Metro, RT-Mart, Yonghui, Lawson and FamilyMart.
Following the initial launch in Shanghai and Guangzhou, pladis plans to expand into additional Chinese cities in 2027.
The company said the strategy is based on developing products around local tastes, shopping behaviour and consumption occasions rather than simply exporting existing products from other markets.
China represents a significant opportunity for McVitie’s, with pladis estimating the country’s sweet biscuit market at around £5 billion (US$6.74B) and reporting growth of approximately 5.6% annually over the past decade.
The company already has experience in the Chinese market through its GODIVA brand, providing insights into local retail, digital commerce and consumer trends. pladis sees these capabilities as supporting the next stage of McVitie’s international expansion.
The China strategy coincides with an expansion of pladis’ UK and global headquarters at Chiswick Park in West London.
The company has agreed a lease for approximately 4,700 sq ft of additional office space on the ground floor of Building 3, alongside its existing headquarters on the third floor.
The additional space is expected to be occupied during the fourth quarter of 2026 and will be fitted out to support hybrid working, collaboration and employee wellbeing.
The twin developments underline pladis’ broader growth strategy: strengthening its global infrastructure while adapting established brands to new markets.
For McVitie’s, the China expansion signals a shift from relying primarily on its traditional biscuit identity toward a broader snacking proposition, with locally tailored innovation expected to play a central role in reaching the company’s £1 billion (US$1.35B) global brand ambition.
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