Ireland-based retailer Musgrave Group is to start selling a range of 40 products under its SuperValu own-label in China on Alibaba’s Tmall platform.

Musgrave plans to open a SuperValu e-commerce store on Tmall to market the lines, which include breakfast cereal, jam and biscuits. The retailer said “over time” the store would be “offered as a potential route to market for Irish food producers seeking to access the Chinese market”.

Chris Martin, Musgrave’s CEO, said: “Our core business in Ireland is performing well and our grocery retail and wholesale brands occupy leadership positions in their respective markets. We are exploring new opportunities to grow our business including export and we are excited by the opportunity to partner with Alibaba Group.”

Martin added: “We expect that the heritage of SuperValu and the provenance of our products will be attractive to Chinese consumers. They are seeking out western foods from trusted sources and as we develop in China we will be working closely with Bord Bia and our Irish suppliers who have a reputation for authenticity and quality.”

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By GlobalData