FINLAND: HKScan updates group-wide brand strategy
HKScan extends Flodins
HKScan, the Finnish meat group, intends to strengthen its group-level branded portfolio in order to drive top-line growth and lower its costs.
The company said today (22 April) it will extend its Flodins brand - which has been present in Sweden since 1969 - across all group markets, including Finland, Denmark and the Baltics.
The introduction of a group-level brand will maximise synergies and scale in sales, marketing and product development, increasing speed-to-market and consumer engagement, HKScan said.
HKScan added products offered under the Flodins brand will "complement the group's current branded offering". The move will be rolled out in the back half of this year.
"Flodins will offer trendy, flavoursome, high-quality products that are easy to use and prepare. The Flodins product range will consist of products specifically developed and tailored for the brand," chief marketing officer Anne Mere said. "The product types can vary from cooked and chilled products to innovative frozen alternatives, snacks and other complementary products."
HKScan's brand strategy crystallised - Flodins brand to be launched
HKScan has been sharpening its brand strategy with two key targets: to clarify and strengthen the HKScan Group brand and to update the Group's product and concept brand portfolio.
Since last summer HKScan has made and implemented several brand-related decisions. The Group has reaffirmed its promise that all meat in HK and Kariniemen products in Finland and all Scan products in Sweden will remain fully domestic in origin. Additionally, the HKScan Group identity has been renewed and launched on all home markets and the rollout is ongoing. In conjunction with the Group Identity renewal, HKScan company names have been harmonized throughout the year.
Improved performance from Group-level brand management
A clear Group-level brand portfolio with strategic positioning of each brand is critical for maximizing synergies and scale in sales, marketing and product development. With efficient Group-level brand management, new products, concepts and packaging innovations can be launched with greater speed and consumer engagement can be improved further, thereby enhancing competitiveness in targeted product categories. Operational efficiency can also be improved with centrally coordinated product development, well-planned utilization of new technologies and production capacity, and with better steering of the Group's meat balance.
Flodins brand to complement HKScan's product brand portfolio
flodins_200.jpgAfter analysis of the current brand portfolio HKScan has decided to launch a new Group-common brand called Flodins. The Flodins branded offering will be available on all Group markets and gradually also in export. The brand will complement the Group's current branded offering. The first commercial products can be expected on the market in the latter half of this year.
"Flodins will offer trendy, flavoursome, high-quality products that are easy to use and prepare. The Flodins product range will consist of products specifically developed and tailored for the brand," says Anne Mere, Chief Marketing Officer (CMO). "The product types can vary from cooked and chilled products to innovative frozen alternatives, snacks and other complementary products," she adds.
The Flodins brand, already owned by HKScan, has earlier been known on the Swedish market for its premium-quality beef and lamb meat imported from hand-picked suppliers. In line with the revisited Group brand strategy, the Flodins brand will be repositioned to exclusively utilize meat raw material sourced from HKScan's own or contracted slaughterhouses on its home markets in Finland, Sweden, Denmark, the Baltics and Poland.
Processed products will be manufactured by HKScan or its partners. Responsibly produced meat and good traceability are assured as HKScan steers, develops and audits its entire primary production chain on all its home markets.
The products sold today under the Flodins brand, will in the future be sold under the Annerstedt brand.
Original source: HKScan
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