New Zealand's Fronterra Launches Anchor Fresh Milk in China to Get Slice of Growing Pie
He Tianjiao | Luan Li
DATE:  Apr 16 2019
/ SOURCE:  yicai
New Zealand's Fronterra Launches Anchor Fresh Milk in China to Get Slice of Growing Pie New Zealand's Fronterra Launches Anchor Fresh Milk in China to Get Slice of Growing Pie

(Yicai Global) April 16 -- New Zealand's Fonterra Co-operative Group will bring its Anchor-branded fresh milk to China and stand up against local giants Mengniu Dairy and Yili Group as well as foreign ones in the increasingly milk-thirsty market. 

Anchor told about the move to Yicai Global yesterday. Since 2017, the brand has collaborated with Alibaba-backed Hema Fresh and France's Carrefour to provide dairy for the supermarket chains in China to slap their own labels on. 

Fronterra has started its positioning in China's fresh milk market where the demand is expected to maintain its high growth in the next three to five years, Cao Hui, vice president of Fronterra's consumer brands, told Yicai Global. 

The Auckland-based firm's strategy relies on its own local farms. The company has seven farms and about 60, 000 dairy cows, which is a competitive advantage in comparison to foreign-funded dairy brands in China, Cao said. 

China's fresh milk market is one of the few fast-growing ones in the world, and it leads that of Asia Pacific, as the mature markets of the US, Australia and the UK tend to be saturated, Fronterra's research director Xu Desheng told Yicai Global.

As the rivalry between domestic and foreign dairy brands intensifies in China, brands need to ensure the high quality of their products as well as the convenience of shopping, Zhu Danpeng, analyst in China's food sector, told Yicai Global.

Editor: Emmi Laine 

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Keywords:   Fonterra Group,Anchor