The Inner Mongolia Yili Industrial Group, one of China’s largest dairy product manufacturers, has announced a five-year partnership with Walt Disney.
Yili will be Disney’s exclusive dairy partner in mainland China from 2011 to 2015, developing a series of new products, including yoghurt, milk and ice cream, which will be aimed at young Chinese children.
“The partnership will significantly enhance the vitality of Yili brand,” said a Beijing-based Yili spokesperson.
The first batch of products, called Disney-Yili QQ Star yoghurt, will hit the market in March, she said.
Other details, including retail initiatives and marketing, are still under discussion. Prior to the Yili deal, Disney has also worked with other Chinese food companies, such as the Foshan-based Foshan Daxin Jinpeng Food Co. and Guilin-based Guilin Chanjuan Food Co.