Something big happened for Kraft Heinz in March 2018. The world’s fifth largest food and beverage company launched Kraft Jif Jaf, a new line of cookies, on Alibaba’s Tmall e-commerce platform in China.

“Local snack brands in China launch up to 450 SKUs a year,” said Roshni Chatterjee, the company’s Head of White Space Innovations for APAC, recently at the FUTR Asia Summit in Singapore.

Needless to say, this fierce competition comes about with companies looking for a slice of the lucrative fast-growing category. But Kraft Heinz had an advantage. Chinese consumers in the market were still associating Kraft with cookies, thanks to iconic brands like Oreo and Chips Ahoy! that were formerly owned by Kraft.

“Kraft in China, despite not being present (in the cookies category), has a very, very high (brand) awareness. There’s a very strong association with biscuits because of our legacy presence from the past,” said Chatterjee.