US supermarket retailer Kroger has announced a pilot project which will see it partnering with China’s Alibaba’s Tmall platform to sell Kroger’s own brands internationally.
Kroger’s new online store will begin by selling selected products from the Simple Truth brand, which is said to be America’s largest natural and organic brand.
The company added that the move was in accordance with its plan to “redefine the grocery customer experience by elevating Our Brands and partner to create customer value by driving top line growth through alternative revenue streams to create both customer value and shareholder value”.
Commenting on the move, Kroger chief digital officer Yael Cosset said: “E-commerce enables Kroger to quickly scale to reach new customers and markets where we don’t operate physical stores, starting with China”.
“We anticipate Chinese consumers will love Our Brands – starting with Simple Truth® products – just like our American customers do”, he added. “Kroger is proud to continue to lead the way in making natural, organic and free-from products more mainstream and accessible. Sharing Kroger’s exclusive brands and status as a food authority the world over is exciting”.