Iceland is to tap into the Chinese market after opening an online store in partnership with ecommerce giant

Iceland will sell own-label and selected third-party brands through the venture, which will give the grocer access to’s 300 million active customers.

Products will include Iceland biscuits, cereals and sauces and cosmetic products from brands such as Pulsin, Re-gen, and Soft and Gentle.

Iceland founder Sir Malcom Walker said: “Iceland never stands still. The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act. is a magnificent partner for us and we are excited to see the response of customers in China to our product range.” said that in the three years since its Worldwide division started bringing overseas retailers on board, 20,000 brands from about 70 countries and regions have established stores with it. Worldwide general manager Yang Ye said: “We’re delighted to be working with Iceland to bring their renowned products to Chinese consumers for the first time.

“With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market.” Over the last two years, the number of UK brands available on has doubled.

During UK Prime Minister Theresa May’s state visit to China earlier this year, chairman and chief executive Richard Liu pledged to sell £2 billion of UK goods to Chinese consumers in the next two to three years.