Vegetable protein maker unveiled a new partnership Wednesday with Chinese technology giant Ali Baba (GRANDMA)
, which for the first time will take beyond the burger on the shelves of supermarkets in mainland China.
Alibaba begins the deal by deploying products in 50 of its Freshippo stores in Shanghai, the company futuristic supermarkets
where customers use an app to order food and buy groceries. Tying marks Beyond Meat’s first placement in supermarkets in mainland China, where it first launched in April with a big Starbucks tie.
Previously, the company’s products were sold in Hong Kong.
“We know that retail will be a critical part of our success in China, and we are pleased to celebrate this early stage within a few months of entering the market,” said CEO Ethan Brown in a statement. “Retail expansion is the natural next step in building our market presence.”
Alibaba is Beyond’s newest big partner won in mainland China, a huge market that is seen as vital to the US company’s growth.
In his last earnings conversation in May, Brown said he had recently set up a Chinese-language website as well as accounts on local social media platforms such as Tencent (TCEHY)
WeChat to spread the word about our debut there.
Last month beyond said
it will bring its products to some of the most popular fast food chains in the country, including KFC, Pizza Hut and Taco Bell. This came just weeks after the company announced consent
s Starbucks (SBUX)
to get meatless pastes, lasagna and packaging on the menu.
Beyond, there is also a new deal with a local food distributor, Sinodis, that will help the company supply restaurants and eateries in China, according to Brown.
The competition is fierce. Although the trend of fake meats is still taking shape in mainland China, Beyond is facing other popular brands, including colleagues from California, who are ahead of Impossible Foods, which has signals plans
for your own start there.
Alibaba, for his part, wants to benefit from the growing phenomenon. “We have seen a growing interest in plant-based meat among our buyers and look forward to offering more products beyond meat in the future,” said Jiao Zhao, senior director and head of marketing at Freshippo, Alibaba, which oversees new retail initiatives. said in a statement.
In addition to stocking pies beyond the stores, Alibaba will start offering them in its app, so anyone who wants to order some from home can deliver them.
The companies plan to expand their partnership in the fall and will receive burgers in September from dozens of other stores in Beijing and Hangzhou, they said.
Friendly internet aficionado. Creator. Unapologetic zombie fan. Entrepreneur.