The confectionery giant Hsu Fu Chi is accelerating its growth towards a 10-billion-yuan snack company. “Our goal is to build Hsu Fu Chi into a century-old and 10-billion-yuan brand.” (10 billion yuan in revenue) Liu Xinggang, president of Hsu Fu Chi, told Foodinc that the company, having occupied a place in the “New Year Sugar” market for years, hopes to become a brand remembered by consumers when they eat snacks at ordinary times.

To enter more daily consumption scenarios, Hsu Fu Chi is constantly upgrading and expanding its product portfolio. On July 6, the company, at its 30th anniversary, held a new product and strategy conference in Dongguan, where it is headquartered, and launched more than 200 new products in 30 series, including its first potato chips.

“We have a long product line and a wide range of categories. That’s our strength in products. This year, we have also introduced more new products that can meet different daily consumption scenarios, like new flavors of fruit juice jelly. As for channels, the compay will increase its penetration into channels closer to consumers’ daily consumption, like community stores and O2Os, said Liu.

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