Building on a traditional diet that promotes an ‘eat little and often’ approach, snacking is a natural fit in Chinese food culture. But Western brands haven’t had a smooth ride catering to domestic tastes. How are attitudes to snacking changing? And what do people want to eat between meals?

Breakfast in China is nothing like it is in the West. Eggs, cereal and fresh fruit hardly ever appear on the menu, instead bland soups and dumplings are slurped down. But just as China has come around to buying Western luxury goods, is there a place for coffee and bacon on the Chinese breakfast table?

A new era of consumption, characterised by an abundance of choice, has redefined the Chinese customer’s attitude to retail. They now expect the same excellent service they receive online in the physical world. So how can brands entering China accommodate a subtle mix of tradition and innovation?

After five years gathering dust on supermarket shelves, Weetabix has been pulled from China. Despite people feeling positive about globalisation and adopting Western culture into various aspects of their lives, breakfast is too entrenched in tradition for Weetabix to have much influence.