Mars Wrigley China President Larry Liu outlined the company’s post-acquisition roadmap and new five-year strategy in an exclusive interview with foodinc.

Following its $35.9 billion takeover of Kellanova’s China operations earlier this year, Mars completed sales and core system integration within six months—among the fastest globally—adding Pringles and Kellogg’s cereals to its portfolio and marking its shift to a “sweet-and-savory” lineup. Larry emphasized integration is only step one, with current priorities focused on consumer alignment and preserving each brand’s distinct identity over rapid expansion.

In June, Mars’ global leadership approved an ambitious five-year plan for China, targeting leadership in the country’s ¥500 billion snack market. Key growth drivers include underpenetrated categories—China’s per-capita chocolate consumption remains a fraction of Japan’s and South Korea’s—and Mars’ ice cream business, which has posted high-teens growth for three straight years. The strategy centers on consumer-centric innovation, channel diversification, and organizational agility, alongside end-to-end sustainability efforts.

Operationally, Mars has cut new product development cycles to six months and is prioritizing “snackified chocolate” and healthier formulations. Its channel approach balances its traditional retail footprint—reaching over half of China’s population—with dedicated teams for emerging channels including discount snack stores and specialty outlets such as gas stations and corporate gifting.

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