Maeil Dairy said on Feb. 12 that its adult nutrition brand Sellex has officially opened an exclusive brand store on China's online healthcare platform JD Health.

Maeil Dairy plans to accelerate Sellex's overseas expansion, including sales through JD Health's global direct-purchase channel. The company recently decided to merge its subsidiary Maeil Health Nutrition into the parent to strengthen the nutrition business' global push and competitiveness.

Sellex launched in 2018 based on research results from the Maeil Sarcopenia Research Institute, aiming for customised lifelong health management, and targeted South Korea's adult nutrition market.

Products launched on JD Health are Sellex Protein Lactose Free Plus, Sellex Protein Lactose Free, Sellex Protein balancing animal and plant proteins, and four Sellex muscle-strength health gift sets.

Maeil Dairy plans to launch additional products in the "sports nutrition" category in the second half of this year in line with fitness trends in China.

A Maeil Dairy official said, "Launching on JD Health is an important opportunity to directly present Sellex's product strength and brand value to Chinese consumers," adding, "Maeil Dairy will step up efforts to target overseas markets starting with this entry into China."