Seven & I has teamed up with Japanese food firms with Chinese plants

Seven & I has teamed up with Japanese food firms with Chinese plants

Japan's leading retailer Seven & I Holdings is planning to expand its private-label business overseas - and China is the first target this year.

The retailer, which plans to focus its own label in China on the bakery sector, said growing concern over food safety in the country had led it to expand into the market.

"We are going to provide high-quality, safe foods to meet the growing demand among Chinese consumers," a spokesperson told just-food.

Seven & I aims to produce over 30 sorts of foods, including cakes and bread, all under the brand name ‘Seven Premium’, the same as in Japan, the spokesperson added.

The retailer has signed deals with a string of Japanese food manufacturers, whose plants in China will serve as the local suppliers.

Production will start this month at Kameda Seika Co. factory in Qingdao, followed by Meiji Holdings and Bourbon Corp. in the autumn.

The retailer plans to supply all its 7-11 convenience outlets in China, as well as 14 Ito Yokado stores.

The Seven & I spokesperson said the company planned to expand sales to south-east Asia later this year.