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Alara secures listing with Hong Kong’s city’super chain 

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Organic and sustainable food pioneer Alara Wholefoods has agreed an exclusive distributorship deal with leading Hong Kong supermarket chain city’super. 

city’super operates 20 stores across Hong Kong, which offer a deep range of premium food and lifestyle products to a target audience of busy urban professionals. The retailer will take 12 Alara SKUs, including all the products in its new Net Zero Food range, which it will source through Queenswood and ship by sea.

Welcoming the deal, Alara’s founding director, Alex Smith, said: “It’s great that city’super, such a well managed and quality food focused food store in Hong Kong, has started to stock a wide selection of Alara cereals. This builds on our success more widely in the region, for example in Japan where we are supplying 35,000 packs every month, and in China, which is taking more and more Alara brand products”. 

“This builds on our success more widely in the region, for example in Japan where we are supplying 35,000 packs every month, and in China, which is taking more and more Alara brand products” 

The development comes as the Alara brand reports strong sales globally and domestically, up by around 30% year-on-year. The brand is performing well both in the major multiples – including Sainsbury’s and Ocado – and specialist channels, with Planet Organic, Abel & Cole, Better Food and Infinity Foods all reporting a very positive response to Alara’s flagship Net Zero Food range.  

Alex Smith again: “Alara is in a good place as we pull out of the pandemic, which is probably down to a combination of factors. We’ve launched some exciting new products this year, for example our Net Zero Food range and Alara Singles. But we’ve also been getting the message out to the next generation of conscious consumers about Alara’s heritage and brand values. Being plastic-free, net zero carbon and organic are all attributes that resonate powerfully for our customers”.

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