New Zealand-based dairy cooperative Fonterra has signed a partnership agreement with e-commerce company Lazada, which will make several of its brands available to consumers in Southeast Asia.
Brands such as Anmum, Fernleaf and Anchor will be made available through Lazada to 560 million consumers throughout Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
Both companies will use analytics to determine the popularity of certain product lines with consumers, test out new markets and establish which products are most suitable to consumers shopping online.
Lazada will also become the exclusive online distributor of Anchor Full Cream Milk Powder in Indonesia as a result of the agreement.
Anindya Dasgupta, global chief marketing and sales officer at Fonterra, said: “Our relationship with Lazada is a key milestone in our journey to share the goodness of dairy with more people around the world, and grow dairy consumption across Southeast Asia.
“Consumers in Southeast Asia are becoming more discerning as their incomes grow, demanding more nutritious and high-quality foods, and using technology more widely in their daily lives. This means more consumers are shopping online for essentials such as dairy.
“We are delighted to partner with Lazada to seize opportunities in shifting consumer behaviour and drive greater reach of our dairy nutrition.”
Lazada Group chief business officer, Robin Mah added: “We are thrilled to be the first e-commerce partner in Southeast Asia to Fonterra, a global leader in dairy nutrition.
“It is a recognition of the consumers in Southeast Asia, the importance of understanding their unique needs and engaging them. It also reflects the trust that brands like Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement, and e-commerce business in the region.
“We look forward to working closely together to make it simple and convenient for consumers to enjoy Fonterra’s high-quality dairy products and help to meet families’ evolving shopping needs.”
© FoodBev Media Ltd 2019
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