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October 10, 2019

Orkla CEO creates new strategy role

Orkla's recently-appointed CEO, Jaan Ivar Semlitsch, has created a new, senior, strategy role at the Nordic consumer-goods group.

By Dean Best

Orkla’s recently-appointed CEO, Jaan Ivar Semlitsch, has created a new, senior, strategy role at the Nordic consumer-goods group.

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Former DuPont executive Sverre Prytz has been hired to fill the position of executive vice president for M&A and strategy. He will take the job on 1 December. Semlitsch will lead Orkla’s M&A and strategy function until then.

For the last three years, Prytz, 50, has worked at Singapore-based consultants Helix Advisors. In his four years at DuPont, one of Prytz’s roles was as strategy and M&A director for the company’s Asia Pacific business.

Asked what parts of the food industry Prytz will study to look for targets, Orkla told just-food: “M&A is an important part of Orkla’s value creation model, and we will continue allocating capital for strategically important acquisitions in new growth areas. That means new investments related to consumer trends in areas such as sustainability, health/well-being and plant-based products.”

The company added: “We will continue to strengthen our presence in new channels and in geographies with higher growth than the grocery sector in the Nordic region. We will also allocate additional resources and capital to more forceful innovations and developments, not least within digital solutions and tools to meet the consumer in new arenas. We will be present where consumers expect to find our products and services.”

In 2019, Orkla’s acquisitions have included the purchases of ingredients firms Vamo, Confection by Design and Zeelandia Sweden.

The company has also bought cereal brand Pama, schnitzel-to-veggie food firm Lecora and Asian-foods distributor Bo Risberg this year.

Semlitsch joined Orkla from Dixons Carphone, where he has been CEO of its Elkjop Nordic division for more than six years and has also been in charge of Dixons’ international operations. Previously he served at Rema Industrier, Plantasjen, Statoil Retail Europe and McKinsey & Company.     

just-food analysis from June: Will Orkla investors get what they want from incoming CEO?

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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