Pladis has launched a new locally developed McVitie’s Flipz range in China as it steps up plans to turn McVitie’s into a £1bn global brand.

The range has initially rolled out across Shanghai and Guangzhou in three flavours developed specifically for Chinese consumers: Matcha Honey, Lemon Basque Cheesecake and Chocolate Hazelnut.

The chocolate-coated pretzels have also been produced in a smaller, bite-sized format to reflect local snacking habits and will be manufactured in China through an approved Pladis partner.

They will be sold through major ecommerce platforms including Tmall, JD.com and Douyin, alongside retailers Costco, Metro, RT-Mart, Yonghui, Lawson and FamilyMart.

The launch marks Flipz’s debut in China and forms part of Pladis’ wider strategy to expand McVitie’s beyond its traditional biscuit heartland.

While a limited selection of McVitie’s biscuits is already available in China, Pladis said future international growth would increasingly come from developing products and formats tailored to individual markets rather than simply exporting its existing ranges.

The group plans to extend the Flipz launch into further Chinese cities during 2027.

Pladis chief commercial officer David Murray said: “McVitie’s may be famous for biscuits, but its next phase of growth will not come from biscuits alone.”

He added that the business had developed the new range around Chinese consumers’ tastes and shopping habits, as it looks to build a long-term position in the market.

China’s sweet biscuit market is worth around £5bn and has expanded at a compound annual growth rate of 5.6 per cent over the past decade, according to Pladis.

The country is the world’s third-largest biscuit market, behind the US and narrowly behind Brazil, with Pladis describing it as a significant “white-space opportunity” for McVitie’s.

Pladis already has experience operating in China through its premium chocolate brand Godiva, giving the business insight into local ecommerce, retail channels and consumer trends.

It has adopted a similar localisation strategy elsewhere, including with its McVitie’s Joy range in Saudi Arabia and Egypt.

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