Founded in 2001, Qiaqia Food mainly engages in production and sales of roasted seeds and nuts. In 2010H2, it released crisps products, of which revenue reached RMB76 million. In 2011H1, operating revenue of its crisps business achieved RMB141 million; its revenue proportion increased from 3.5% in 2010 to 12.5% in 2011H1. Qiaqia Food gradually conducts its strategic transition to famous brand of snack food.

Operating Revenue Structure of Qiaqia Food by Product, 2010
 

Source: Qiaqia Food; ResearchInChina

In recent years, crisps market develops rapidly since it has become popular among young consumers with its fashionable and relaxing features. Many brands compete in the market, including Lays, Cobico, Oishi and Pringles, which further drives the growth of crisps industry.

Currently, the sales volume of crisps in China reaches 50 thousand tons each year and its sales revenue hit RMB15 billion. However, compared to the developed countries, per capita consumption of potato and deep processing rate are still relatively low. Crisps market in China has great potential.