Glanbia is to market its top-selling Avonmore milk brand in China for the first time.
The move, which comes in advance of the abolition of milk quotas next year, marks the company’s first serious foray into China’s lucrative market for whole milk.
The launch was announced by the Minister for Agriculture Simon Coveney in Shanghai today during the Irish trade mission to China.
The Irish Dairy Board, one of Glanbia’s main rivals, launched its own milk product in China under the Kerrygold brand earlier this week.
Both firms are eager to tap the growing demand for premium dairy products in China.
Glanbia will use local distribution partner, Milkmore, to sell its long life (UHT - ultra-pasteurised) Avonmore milk in Shanghai and surrounding provinces.
The milk will be sold in traditional supermarket stores but also through distribution channels specific to China, including milk shops, premium supermarkets; TV shopping channels; and through online retail platforms.
Online sales of long-life milk have seen the largest growth in recent years, the company said.
Demand has increased four-fold in the last four years as Chinese production of milk has failed to keep up with the rapidly growing demand in China.
“The launch of Avonmore in China is another boost for the Irish dairy industry. Avonmore milk will bring the highest standards of dairy safety and traceability to consumers in China,” Mr Coveney said.
Glanbia chief executive Siobhán Talbot said the company was delighted to be bringing “the great taste of the Ireland’s favourite milk and cream brand directly to consumers in China.”
“At Glanbia we pride ourselves on our full traceability from grass to glass. By partnering with MilkMore Glanbia can also guarantee Chinese customers and consumers full traceability from farms in Ireland directly to glasses in China,” she added.
