Mondelez International has locally launched international biscuit brand, Lu, in China.
Lu has been available through import channels but the biscuits are now being launched “across our retailers and e-tailers” in China, a spokesperson for Mondelez in the Asia Pacific, the Middle East and Africa, said.
One of the retailers through which Lu will be sold is JD.com, one of China’s largest e-commerce retailers. Announcing the launch of Lu, JD.com said it promoted the biscuit brand, as well as other Mondelez brands, “at substantial discounts”.
JD.com, for example, pointed at the “30% discounts for purchases of three or more items” on products including original Ritz crackers and a mixed berry BelVita breakfast line.
This summer, Mondelez launched European chocolate brand Milka in China. When Mondelez announced a tie-up with Chinese e-commerce retailer in Alibaba in April, it said its Cadbury and Toblerone brands would be available on the Tmall.com platform. However, the launch of Milka marked Mondelez’s first signifcant move into China’s chocolate market.