Sector News

Freedom Foods signs deal with Alibaba to sell cereal in China

November 9, 2018
Consumer Packaged Goods

Australian firm Freedom Foods will form a joint venture with Alibaba-owned Theland New Cloud Digimart to sell the Arnold’s Farm range of cereals and snacks in China.

After an initial set-up period, Theland and Freedom will establish a China-based company to develop and market the brand across a wider range of formats.

Theland is a China-based brand owner and distributor with “extensive sales capabilities across both online and offline channels in more than 25 provinces in China”, Freedom said. Its range includes meat, dairy, water, cereals and supplements.

Under the arrangements, Theland will become the exclusive distributor for the Arnold’s Farm brand in China, including online and offline channels.

Freedom Foods said that the Arnold’s Farm brand is “one of the top three oat cereals on Alibaba’s Tmall International” and following a “significant investment” it is now sold in more than 4,000 outlets across China.

After the creation of the joint venture, Freedom Foods will remain the exclusive long-term manufacturer of the Arnold’s Farm range and use its manufacturing and product development capabilities in Australia to drive new innovation.

Freedom Foods CEO Rory Macleod said: “We have a good footprint here in China and it is strategic long-term partnerships like this with Theland that will help us continue our strong trajectory for driving our brands and products into China, supported by our unique supply sources and scaled manufacturing capabilities in Australia.

“There remains significant growth opportunity into the cereal and snacks categories in China. What we’re seeing is changing preferences and tastes from Chinese consumers who are increasingly looking to healthy Western breakfast and snacks formats as provided through Freedom Foods’ Arnold’s Farm range.”

Source: FoodBev

comments closed

Related News

February 17, 2024

Chocolate prices likely to remain at a record high for 2024

Consumer Packaged Goods

A report from ingredients supplier Henley Bridge has warned that cocoa price increases of 15-20% for the first half of 2024 might continue into the second half of the year. Despite growth in global cocoa supply in 2021, unfavourable weather conditions and demand from emerging markets have led to supply deficits.

February 17, 2024

DSM-Firmenich to separate Animal Nutrition & Health business

Consumer Packaged Goods

By carving out the ANH business, DSM-Firmenich would focus fully on its Perfumery & Beauty; Taste, Texture & Health; and Health, Nutrition & Care divisions. Full focus on these businesses is expected to enhance commercial potential and synergies, supporting “consistent growth outlook alongside robust margins”.

February 17, 2024

Cargill expands partnership with foodtech company Enough

Consumer Packaged Goods

Cargill and Enough are expanding their partnership to further develop nutritious and sustainable alternative meat and dairy solutions. Cargill has signed a commercial agreement to use and market Enough’s Abunda protein and has also invested in the company’s Series C growth funding round.

How can we help you?

We're easy to reach