Dive Summary:
- Kellogg-Wilamr JV, a joint venture based in Shanghai, is moving quickly to gain access to a burgeoning Chinese market: snack food.
- The company is using Pringles as its flagship with plans to quickly expand into the $13 billion industry.
- While the company also has plans to sell cereal in China as well, snack food is a much easier springboard as cereal has not caught on in China as of yet.
From the article:
Kellogg and Wilmar’s 50:50 joint venture will dive into immediate opportunities in China’s developed snack market; using Pringles as its springboard, a Kellogg executive has said.
