Pladis is stepping up its push in China with the launch of McVitie's-branded Flipz pretzels as the group looks to expand its presence beyond biscuits and chocolate.
In a statement, Pladis said "China is one of the brand's biggest long-term growth opportunities" as it aims to develop McVitie's into a £1bn ($1.35bn) global brand.
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.
"As we grow internationally, we're looking at how the McVitie's brand can play a bigger role across snacking, reaching new consumers through new products and formats."
The London-based group already sells Godiva branded chocolate in China and McVitie's biscuits and has adopted a similar approach in Saudi Arabia and Egypt with products such as McVitie's Joy.