NEW ZEALAND – Fonterra, the world’s largest dairy exporter, has partnered with Lazada, the leading online shopping destination to bring its dairy goodness to online consumers in Southeast Asia for the first time in the region.

According to the company, this partnership is the first of its kind with an e-commerce company in Southeast Asia.

It will see the dairy co-operative’s well-loved products, such as Anmum, Fernleaf and Anchor, made available through Lazada to 560 million consumers in six countries – Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

The collaboration includes an agreement for Lazada to be the exclusive online distributor of Anchor Full Cream Milk Powder in Indonesia, marking Anchor milk’s debut in the market.

“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 Southeast Asia,” said Anindya Dasgupta, Global Chief Marketing and Sales Officer, Fonterra.

“Consumers in Southeast Asia are becoming more discerning as their incomes grow, demanding more nutritious and high-quality foods, and using technology more widely in their daily lives.

This means more consumers are shopping online for essentials such as dairy.

We are delighted to partner with Lazada to seize opportunities in shifting consumer behaviour and drive greater reach of our dairy nutrition.”

The collaborative partnership involves leveraging analytics to better understand consumer insights, test out markets and products most suited for the online environment, and drive new innovations in marketing.

“We are thrilled to be the first e-commerce partner in Southeast Asia to Fonterra, a global leader in dairy nutrition.

It is recognition of the consumers in Southeast Asia, the importance of understanding their unique needs and engaging them.

It also reflects the trust that brands like Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement, and e-commerce business in the region,” said Lazada Group Chief Business Officer, Robin Mah.

“We look forward to working closely together to make it simple and convenient for consumers to enjoy Fonterra’s high-quality dairy products and help to meet families’ evolving shopping needs.”