Actis seeks cookie fortune
Despite having an established brand name and a history that goes back over half a century, biscuit maker Jiashili has a battle on its hands. Like other Chinese snack producers, the company faces competition not only from domestic rivals but also from multinational brands. Mondelez - the US-owner of Oreo and Chips Ahoy! - controls 16% of the domestic biscuit market, according to Euromonitor.
"In the tier-one cities especially, multinationals have carved out a much bigger market share and - with their large advertising budgets - they have been ahead of the game for a long time," explains Max...
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