by Martin Li

As a result of the new cooperation, leading UK organic baby food brand Little Freddie forecasts 60% growth on the e-commerce platform, JD.com.

On September 12^th, Little Freddie and JD entered into a cooperation agreement with a view to leveraging their respective strengths to accelerate the growth of premium complementary baby foods and to increase Little Freddie’s category penetration on JD.com.

“JD has always paid high attention on the quality of products, which is also a high priority for Little Freddie,” said Jiang Longwu, general manager of JD’s mother and baby product procurement department. “We hope Little Freddie makes full use of its strength to build up its connection with customers by articulating its brand story regarding high quality raw materials, nutritious recipes, world class technical standards and fully traceable product safety.”

Taslim Ho, Little Freddie founder, stated that Little Freddie will continue to invest on JD.com as there remains so much untapped potential given low penetration rates vs. more developed Western markets.

“JD will become an even more important partner to Little Freddie,” she said. “In 2021, we will focus on expanding our market size and continue working together with JD to enhance the consumer offering.”

According to JD.com’s data analysis, complementary baby food is the fastest growing category in the mother and baby products market and customers tend to prefer premium, imported and organic brands.

China’s complementary baby food market increased from RMB 10 billion yuan in 2012 to RMB 40 billion yuan in 2019 with an average 10% growth rate, according to a domestic industry report.

(bjlihao3@jd.com)