The supermarket has started to sell its Waitrose Duchy Organic biscuits to China, as part of a new deal to export to the country for the first time.
The 10 biscuit lines, which include the Highlands-made Duchy Organic Shortbread Petticoat Tails and Duchy Rosemary & Thyme Oaten Biscuits, are part of an initial range of 30 products being exported to China by the retailer. Other lines include tea, nuts and beauty products.
They are being exported through Royal Mail’s store on Tmall Global, an online marketplace also used by United Biscuits, after it forged a deal in 2015.
Mark Williamson, commercial director at Waitrose, said: “The potential for Waitrose in China is huge and, although it’s a relatively modest start, it’s our ambition to see it become our biggest international business in the next three to five years.
“We are proud that Waitrose is recognised around the world for quality, and excited to be reaching new markets.”
Royal Mail’s store specialises in championing British companies, and its dedicated Waitrose page has information about the brand alongside the product listings.
Richard Snowdon, international director at Royal Mail, said: “We are delighted to welcome Waitrose to the Royal Mail store, and to offer its products to Chinese consumers.
“Our Tmall Global shop front brings British brands together with hundreds of millions of shoppers in China. For British retailers and exporters, Royal Mail offers an accelerated opportunity to access the China market and, for consumers, we provide a distinctive range of quality British products delivered right to their door.”