Fonterra brings Anchor fresh milk to China

New Zealand dairy giant Fonterra introduced on Monday its fresh milk product to the Chinese market under its iconic Anchor brand, as it is seeks to grab a slice of the country's 200-billion-yuan ($29.81 billion) milk market.

The arrival of indigenous pasteurized milk came over a year after Fonterra launched a co-branded offering with Alibaba's Hema Fresh market, indicating the company's optimism and ambition to capitalize on the fresh milk segment, according to industry experts.

The move aims to meet the evolving preferences of Chinese consumers who shun preservatives in their quest for a healthier lifestyle, said Cao Hui, vice-president of consumer brands for Fonterra China.