A leading Chinese online retailer is targeting the “mother and child market” with a range of own-brand cod and salmon products on a new platform focused exclusively at health-driven products for infants.
Dingdong’s “Mommy’s Select” (Bao Ma Chan Xuan in Chinese) section of its online order app, which was recently updated, features a number of different seafood products. Included among those is Best Aquaculture Practices (BAP) certified fresh live tiger sea bass, “silver cod” under Dingdong’s “Fisherman Baoluo” private label – which is certified to Marine Stewardship Council (MSC) standards. Also under the private label are salmon fillets that are Aquaculture Stewardship Council certified, jade prawns and packed white prawns produced by Thai conglomerate CP Foods, and BAP certified salmon under the HiChain brand.
Seafood – particularly imported cod and salmon – is often marketed for health properties on Chinese e-commerce sites. A recent report published by Chinese research agency Bu Rui Ke (also trading as China Bric, chinabric.com) identified “growing demand” among older consumers and urban youths for health-functional foods like seafood and beef.
According to a survey Dingdong said it conducted recently, only 54 percent of parents in China read and check the ingredient list and nutritional composition when buying food for their children – which led to it developing the new section in its app.
“Since an independent ‘Children's Food’ section can rarely be seen in Chinese markets, Dingdong started its own ‘Mommy’s Select’ offering to provide a designated place where parents can choose and buy children's food with peace of mind,” the company said.
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