Lily’s Kitchen targets £3.7bn Chinese market

Lily’s Kitchen is now available to pet owners across China thanks to a distribution agreement with specialists Penefit International.

The brand is targeting China’s rapidly growing £3.7 billion pet food market, using the word-of-mouth power of social media platforms such as WeChat to reach and engage more pet owners in the country.

The company, which expects to achieve over £1.5million in sales in the region in by the end of the financial year, is embracing a combination of online sales through major platforms like Tmall as well as jd.com.

With sales live since June 2020, the Chinese market is expected to become one of the main export markets for Lily’s Kitchen – with particularly strong demand for its natural cat food products.

Thomas Bayel, international sales director at Lily’s Kitchen, said: “After a series of successful launches and collaborations in 2020, China is the next big step on the path to becoming one of the biggest natural, premium pet food brands in the world.

“By working with the best full-service local distributors and spreading awareness through word-of-mouth, sales are already growing at a rapid pace after just a few months.”

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