Freedom Foods inks deal with Alibaba unit to sell cereal and snacks in China

Australian company, Freedom Foods, has formed a joint venture with one of China’s largest e-commerce companies to sell cereal and snacks.

Freedom Foods has signed a deal with Alibaba-owned Theland New Cloud Digimart to roll out the Arnold’s Farm cereal and snack brand in China.

Today, Arnold’s Farm is one of the top three oat cereal brands sold on Alibaba’s Tmall International.

It is also sold in more than 4,000 outlets across the country. 

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Under the deal, Freedom Foods will remain the exclusive long-term manufacturer of the cereal and snack brand.

Meanwhile, Theland will become the exclusive distributor of the Arnold’s Farm brand in China, spanning both online and offline channels.

It will also leverage the ‘new retail’ strategy that is currently being developed by e-commerce firm Alibaba.

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.”