The two outfits yesterday (28 November) signed a strategic regional partnership for South East Asia, covering Indonesia, Malaysia, Singapore and Thailand.
This alliance will begin work immediately with Danone's Early Life Nutrition category. The firm's brands include SGM, Aptamil and Dumex.
Danone's Early Life businesses are already working with Lazada in Indonesia, Thailand and Singapore on individual campaigns.
But the new deal aims to offer parents "an unparalleled level of service and delivery, including advice and information on the growth, development and nutritional needs of children" through insights, content and tailored offers.
Lazada said its digital platforms would provide convenient ordering solutions, personalised service, and exclusive content and events developed with Danone.
"We have been working with Lazada for more than a year, and accelerating our partnership in the last six months," said Danone's Eric van der Hoeven.
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"We want to support all parents in their journey, and wherever we can, to help them make well-informed feeding decisions for their children at the critical moments in their growth and development. I am very pleased that our constructive collaboration so far will now be taken further in this strategic regional partnership."
Lazada CEO Max Bittner said that teaming up with a trusted brand like Danone reinforced Lazada's position as a source of quality products "and enables us to serve the best, most relevant content, service and support for parents on their journey".
Pascal de Petrini, Danone chairman in Asia, said the agreement tapped into its One Planet One Health initiative to offer better and more responsibly sourced food choices to consumers.
The partnership will come into force by end of November, beginning with workshops bringing together the Danone and Lazada teams in the local countries to share insights and planning.
The first visible jointly developed consumer features will be implemented on the Lazada website in Thailand in December.