Alibaba Group's massive IPO has underlined that the e-commerce trade in China is booming. Significantly for packaged food manufacturers, online retailers offer a way to circumvent some of the challenges of distribution in this massive market, enabling them to reach out directly to China's population base. However, the soaring popularity of such enterprises also means competition is intense. Food makers must battle to stand out in the crowded online marketplace. Katy Askew reports.