The European Union collaborated with retail platform Freshippo and Xia Chu Fang, a recipe-sharing media platform, to launch its first "Irresistible Europe, Countless Combinations" meal-box retail promotion in China.

The event is part of European Union's global "Enjoy! It's from Europe" program, which was launched in 2019 in China by the EU with the aim to promote the union's agricultural food and beverage products in China.

The meal-box retail promotion lasts from Nov 13 to 30 this year across nine Freshippo stores in Beijing with a focus on meat, dairy products, olive oils, infant food, fruits and vegetables, confectioneries, sweets, wines, spirits, beer, processed cereals, pasta and more.

"European food products are reputed for their top safety and quality levels. This is our value added," said Wojciech Ptak, agriculture counselor and first secretary of Delegation of the European Union to China.

"We aim to showcase and communicate the EU's key food merits — quality, safety, authenticity, and sustainability — during this promotion," he said.