Iceland is to sell to consumers across China for the first time with the launch of an online store.
The discounter will offer the Chinese markets own label and branded ambient food, including biscuits and cereals, as well as a range of cosmetics.
The move is in partnership with JD.com, China’s second-largest e-commerce business after Alibaba, with around 300 million users.
UK brands on JD.com have doubled over the past two years amid soaring demand in China for imported premium products, according to the online retailer.
“The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act,” said Iceland founder Malcolm Walker. “JD.com is a magnificent partner for us and we are excited to see the response of customers in China to our product range.”
JD Worldwide general manager Yang Ye said: “We’re delighted to be working with Iceland to bring their renowned products to Chinese consumers for the first time. With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market. “Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers.”
Karen Morgan, the UK agriculture and food counsellor based in the British embassy in Beijing, said: “There is a huge potential marketplace available to British brands that embrace China’s e-commerce market, as Iceland has.”