The plant-based protein maker unveiled a new partnership on Wednesday with Chinese tech giant Alibaba (BABA)
, which will bring Beyond Burgers to supermarket shelves in mainland China for the first time.
Alibaba is kicking off the deal by rolling out the products in 50 of its Freshippo stores in Shanghai, the company’s futuristic supermarkets
where customers use an app to order food and buy groceries. The tie-up marks Beyond Meat’s first placement in supermarkets in mainland China, where it first launched in April with a big Starbucks tie-up.
Prior to that, the company’s goods were available in Hong Kong.
“We know that retail will be a critical part of our success in China, and we’re pleased to mark this early milestone within a few months of our market entry,” CEO Ethan Brown said in a statement. “Expanding into retail is the natural next step in building our market presence.”
Alibaba is the latest big-time partner Beyond has won in mainland China, a vast market that is seen as vital for the US company’s growth.
In its latest earnings call in May, Brown said that Beyond had recently set up a Chinese-language website, as well as accounts on local social media platforms such as Tencent (TCEHY)
‘s WeChat, to spread the word about its debut there.
Last month, Beyond said
it would bring its products to some of the country’s most popular fast food chains, including KFC, Pizza Hut and Taco Bell. That came just weeks after the company announced the agreement
with Starbucks (SBUX)
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