Welsh supermarket giant Iceland Foods will partner with e-commerce platform JD.com to sell its products to China.

These will include its own-brand products such as biscuits, cereals and sauces, as well as cosmetics brands Pulsin, Re-gen, and Soft and Gentle.

“With the rapid growth and significant opportunities the market in China offers we decided it was time to act,” says Iceland founder Sir Malcolm Walker.

“Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers,” says JD Worldwide GM Yang Ye. The number of UK brands on JD.com has doubled in the past few years, and this week it held a 24-hour “Celebrate Britain” promotion.