Freshii, a Canadian fast casual health food concept, has signed Icon to develop the chain in China – which would be its first presence in Asia.

The deal calls for Icon to open 100 stores in 10 years with the ultimate goal being 300 stores through sub-franchises.

First locations planned are Beijing, Tianjin and Hebei.

Founded in 2005, the chain serves burritos and wraps, soups, salads and frozen yogurt. The decision to open stores in China is in response to the growing trend towards consuming healthy fast food in China.

“The trend in China of consumers looking for healthier options at restaurants leaves a wide open door for our brand. This is where Freshii, as the market leader in the health casual space, has a unique opportunity to meet the demands of the market,” said Freshii founder and CEO Matthew Corrin.

Having introduced several brands to China, Icon is a perfect partner for Freshii, says Ryan Durishin, senior director at Fransmart, the development partner of Freshii.

GB