India, Nov. 9 -- Global snacking company pladis is expanding McVitie's beyond its traditional biscuit portfolio in China with the launch of a locally developed range of Flipz snacks, reflecting a broader strategy to tap into regional consumer preferences through market-specific product innovation.

The expansion marks an effort to strengthen McVitie's presence in one of the world's largest snacks markets by developing products around local tastes, consumption occasions and shopping behaviours rather than simply introducing products from its existing international portfolio.

China represents one of McVitie's biggest long-term growth opportunities for pladis. To understand the market, the company undertook in-market research across retail ...