Italian milk firm Centrale del Latte d’Italia (CLI) has partnered with Alibaba Group for the sale of long-life full-cream milk on the Chinese market.
The agreement will see Italian milk sold through Tmall, Alibaba's B2C e-commerce platform, providing access to a potential market of over 460 million active consumers a year.
Through Tmall, Chinese consumers will be offered 100% Italian long-life UHT milk from Tuscan brand Mukki. The products will be available in 1-litre and 200-ml packs.
Chinese Imports
CLI has been exporting milk to China since 2014 through the traditional distribution channels.
Luigi Luzzati, president of CLI, said that imports of UHT milk in China have increased almost six-fold in the last four years, due to an increasing demand for safe, quality food products.
Furthermore, milk is one of the top-selling product categories on Alibaba Group’s platforms.
Centrale del Latte d’Italia is the third largest player in Italy on the fresh and extended-shelf-life milk market, with leadership positions in Piemonte, Liguria, Tuscany and Veneto. The Group produces and sells more than 120 products, including milk, yogurt, drinks of plant origin, and fresh salads.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.
