Missfresh Limited announced it has formed a strategic partnership with Totole, a leading seasoning brand in China. Missfresh will facilitate Totole's go-to-market plan for its prepacked seasoning blends through a series of joint promotions for 2022. Totole entered a direct supply partnership with Missfresh in July 2021 and recognized Missfresh's value proposition as well-suited to its target customers, especially younger shoppers. The emerging subcategory of products has been growing in popularity among younger shoppers as they help to ease 'cooking anxiety' by reducing the mental load, hassle, and time required for concocting tasty seasoning sauces from scratch. Currently, the Missfresh and Totole joint promotion centers on Totole's prepacked seasoning blends such as mapo tofu sauce, abalone and oyster sauce, and fresh liquid chicken bouillon. The mapo tofu sauce has been particularly popular among Missfresh's users, quickly becoming one of the top three bestselling condiment products in just one month after its launch on the online retail platform. Later in 2022, Missfresh and Totole plan to launch promotions for products such as sweet and sour spareribs sauce, beef in golden soup, and yuxiang shredded pork sauce, as well as explore opportunities for brand partnerships, such as the sharing of customized recipes on Missfresh's platform.