India, Sept. 9 -- 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 t...