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Eat Real Tries Again To Enter Chinese Market

April 12, 2021: 12:00 AM EST
The U.K.-based maker of healthy snacks – hummus and lentil chips, quinoa puffs, etc. – has been successful at distributing globally. But it ran into a snag when it tried marketing in China two years ago. The company was working with three different distributors, and sold its products via online channels such as Tmall. But the Chinese distributors sold the snacks under three different names, confusing consumers and sparking a price war. The company eventually abandoned the market last year. Now, after reorganizing its business strategy and brand positioning for China, the firm expects to enter the country within the next months. It will bring in only six SKUs, instead of 20, and work with a single distribution partner.
Guan Yu Lim , "Rebrand and reintroduce: U.K.’s Eat Real outlines second attempt to enter China with clean and healthy snacks", Food Navigator ASIA, April 12, 2021, © William Reed Business Media Ltd
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