Spicy strip cleans up image to conquer snack world

陈小将

Editor's note: In a series of reports titled "Claims to Fame", China Daily looks at how some regions have earned wealth and recognition through specific products to realize the goal of rural vitalization.

Anyone who approaches Malawangzi's snack factory in Pingjiang county, Hunan province, is greeted by the mouthwatering aroma combination of chili pepper, peppercorn, cumin and cinnamon.

Malawangzi is known for producing latiao, spicy wheat strips that are popular with young people and children. The snack evokes fond childhood memories for many Chinese people.

However, it is also a treat that many parents forbid their children from eating, as it is regarded as unhealthy, greasy and salty. This unflattering image of the gluten strips is what manufacturers have been striving to change.

There are more than 600 latiao producers in China, and 90 percent of the founders of those companies are from Pingjiang.