Market

Fonterra and Lazada join forces to bring dairy brand online

15:39 SGT June 1, 2018
Fonterra
Lazada will sell Fonterra's popular dairy products, such as Anmum, Fernleaf and Anchor, to an estimated 560 million consumers in six countries — Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

In a new partnership with online shopping platform Lazada, global dairy exporter Fonterra will bring a selection of its dairy brands to South-east Asian consumers online. This is the New Zealand-based Fonterra’s first partnership with an e-commerce company in South-east Asia, where the online portal will sell the dairy co-operative’s popular dairy products, such as Anmum, Fernleaf and Anchor, to an estimated 560 million consumers in six countries — Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

The dairy exporter expressed delight in the partnership with Lazada, as it will “seize opportunities in shifting consumer behaviour and drive greater reach of our dairy nutrition”.

Anindya Dasgupta, Fonterra’s global chief marketing and sales officer, said: “Our relationship with Lazada is a key milestone in our journey to share the goodness of dairy with more people around the world and grow dairy consumption across South-east Asia.”

He added: “Consumers in South-east Asia are becoming more sophisticated as their incomes grow, demanding more nutritious and high-quality foods, and adopting greater savvy in everyday technology use. This means more consumers are shopping for essentials such as dairy online.”

The collaboration includes an agreement for Lazada to be the exclusive distributor of Anchor Full Cream Milk Powder in Indonesia, marking Anchor milk’s debut in the market. The partnership will also involve leveraging analytics to better understand consumer insights, test out markets and products most suited for the online environment, and drive innovations in marketing.

“We are thrilled to be the first e-commerce partner in South-east Asia to Fonterra, a global leader in dairy nutrition,” said Robin Mah, Lazada Group’s chief business officer. “It is a recognition of the consumers in South-east Asia, the importance of understanding their unique needs and engaging them. It also reflects the trust that brands such as Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement, and e-commerce business in the region.”