Williams’ Pantry Launches Hemp Seed Blend Oatmeal in China’s Leading Retailer, Freshippo
Williams’ Pantry and China’s new retail leader, Freshippo, officially launched Williams’ Pantry Hemp Seed Blend Oatmeal at a grand ceremony on March 19, 2025, held at Freshippo Premier’s flagship store in Shanghai Dragon Dream City Life Plaza. The event brought together Martin Ferreyra, Commercial Consul of the Australian Consulate General in Shanghai, senior executives from Williams’ Pantry and Freshippo, as well as industry leaders, celebrating a new milestone in China-Australia health food collaboration.
A Nutrient-Packed Breakfast
Crafted to meet the growing demand for high-nutrient-density breakfasts, Williams’ Pantry Hemp Seed Blend Oatmeal is made in Australia with 90% premium sun-ripened instant oats and enriched with three superfoods: Chia seeds (5%); Flax seeds (2.5%) and Hemp seeds (2.5%). Each 100g serving delivers 13.8g of protein and 12.3g of dietary fiber, offering a wholesome, functional food option for consumers. This nutritious blend also contains beta-glucan, which is known to help lower cholesterol.
Freshippo’s Nationwide Rollout
Freshippo’s senior representatives announced that the product will be available immediately through Freshippo Premier stores and online channels across China, making it accessible to millions of health-conscious shoppers.
Strengthening China-Australia Trade and Innovation
Speaking at the event, Martin Ferreyra, Commercial Consul of the Australian Consulate General in Shanghai, highlighted the broader significance of this collaboration: “In 2024, China-Australia bilateral trade exceeded 325 billion Australian dollars, with agricultural and food cooperation continuing to thrive. The partnership between Williams’ Pantry and Freshippo reinforces Australia’s reputation for ‘clean and green’ food production.” Martin stated that, with its solid foundation and innovative spirit, Williams’ Pantry—starting with this oatmeal product—will undoubtedly play a key role in meeting the growing demand of Chinese consumers for premium, healthy Australian food products.
Williams’ Pantry: Rooted in Premium Australian Agriculture
Williams’ Pantry products are inspired by Williams, a premium oat variety grown in one of Australia’s finest oat-producing regions, Williams Town. Partnering with exclusive farms, the brand is committed to delivering high-quality Australian oats to consumers worldwide.
Hemp Seeds: A Time-Honored Superfood
Hemp seeds have been consumed in China for centuries, officially classified as both a food and medicinal ingredient by China’s Ministry of Health in 2002. In Bama, Guangxi, a globally recognized “World Longevity Village,” locals attribute part of their exceptional longevity to hemp seed consumption.
Bringing a Healthier Australian Lifestyle to China
This launch introduces a nutritious, well-balanced breakfast option to Chinese consumers, bringing a healthy Australian lifestyle to one of the world’s largest markets.
Williams’ Pantry Oatmeal products are currently available in over 37 food and health stores across Australia and are now set to expand their presence in China through this exciting partnership with Freshippo.
