Teaming Up With New Partner for China Market Launch

We are delighted to announce that we are now working alongside an established distributor to take our delicious hand-cooked crisps into the Chinese domestic food market.

The King’s Deli and our new partner celebrated the launch together with, FHC (Food and Hotel China) 2019. The event took place at the New International Expo Centre in Shanghai on 12th November, and as ever was a great success.

Who is our new partner?

Our new partner has been distributing food and drink across DōngBěi SānSheng, the three north-easternmost provinces of China for many years. Starting as market traders, the family business has evolved rapidly in line with the expansion of China. Today the business – serves retail accounts from its warehousing facilities in some of China’s largest cities.

The Unique Challenges and rewards of the Chinese food market

Each nation and region within China carry its own traditions, social structure, religious beliefs and language, creating a prospective customer base that can be complex to segment and market to with a single marketing plan.

This is why we see so many great mutual opportunities in our future partnership. There are enticing sales channels for British snacks in China. Smylies have an authentic product in the King’s Deli and a shared enthusiasm with our partners, who has the expertise and cultural sensitivity to properly plan and share our British crisps with the people of China.

Our new partnership won’t just be a logistical exercise; we’ll be spending valuable face-to-face time together both here and in China immersing ourselves in the culture and working on strategies to cultivate our Sino-Anglo cooperation.

Exciting journeys lay ahead for our kettle-cooked crisps!


The King’s Deli is proud to supply an irresistible range of snacks worldwide. If you’d like to stock our hand cooked crisps, just give us a call on +44 (0) 151 653 3335 to speak to one of our friendly team. You can also contact us online and we will get back to you as soon as we can!