Beyond Meat aims to take a bite out of the world's biggest meat market in China.
The U.S. plant-based meatmaker said Thursday (July 15) it has launched an online store in the country on JD.com's ecommerce platform.
Beyond Meat said the store will help it eventually expand into 300 Chinese cities.
The firm said JD.com's 18 cold chain warehouses will deliver its products to consumers within 48 hours of an order being placed.
Working with the tech giant should also help Beyond Meat reach a wider audience in China, where customers are buying more fresh food online.
Such sales are expected to reach $46 billion this year - up 18% from last year.
The move into China comes even as locals are not showing huge interest in plant-based meat just yet.
Chinese consumers are put off by worries over food safety and taste, one industry analyst said.
But the promise of a market with 1.4 billion people means Beyond Meat will take a chance on cutting through.