Mondelez International has entered into a strategic partnership with Chinese ecommerce company Alibaba Group to expand its presence in China.
The alliance enables Chinese consumers to lay hands on a complete range of Mondelez products, includingOreo, Chips Ahoy!, belVita, Toblerone, Cadbury and Trident, through Alibaba's flagship store on its Tmall.com platform.
Mondelez also plans to raise its investmentments in the Tmall platform by rolling out certain exclusive products in order to expand consumer reach and bolster growth.
As part of the expansion plans, it will launch Oreo Colorfilled in May, a program which was developed exclusively for Tmall customers.
Pilot tested in the US in November 2015, Oreo Colorfilled offers Chinese customers to design their own Oreo packing.
Under the partnership, both the companies will work together to aid the advancement of Mondelez's growth strategy in China by capitalizing on Alibaba's ecommerce platform.
The two companies will collaborate in the key areas such as consumer insight, cloud computing, branding and advertising solutions, product innovations and expansion of sales and distribution channels.
Mondelez chief growth officer Tim Cofer said: "This partnership with Alibaba is a significant step toward our goal of generating e-commerce revenues of at least $1bn by 2020.
"Snacking is a fast-growing sector for the e-commerce market in China and Alibaba is a powerful partner to help us capture our share of that growth by expanding our distribution channels and improving our brands' accessibility in both rural and urban Chinese markets."
Alibaba Group vice president Jet Jing said: "Alibaba Group enables brands to accelerate and elevate their entire business in China by helping them to engage in meaningful connections with consumers as well as creating more efficient supply chain management and distribution channels.
"We look forward to helping Mondelez International fully utilize our e-commerce ecosystem and technology infrastructure to successfully build their brands and effectively reach the 407 million annual active buyers on our China retail marketplaces who are looking for quality international products that Mondelez International provides."
