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Growth winners today – endangered yesterday

Growth winners today – endangered yesterday

Pastella (pasta), Klorin (chlorine-based cleanser), Felix Klassisk Krögarpytt (meat-and-potato hash), Stabbur-Makrell (mackerel fillets) and Naturchips (potato chips) were all once at risk of being removed from the store shelves.

The recipe for a comeback for products that are losing ground can vary substantially.

Growth winners today – endangered yesterday

  • Krögarpytt

    Felix Klassisk Krögarpytt

    When Felix Klassisk Krögarpytt switched to using 100% Swedish meat, it regained its position as market leader and was yet again generating category growth.
  • Klorin


    In three years Klorin evolved from a traditional bleach to the foremost toilet cleanser that "kills all bacteria". 
  • Stabbur-Makrell


    In the 1990s we weren't making any money on Stabbur-Makrell despite the fact that we were selling more and more tins of mackerel. 
  • Naturchips


    In a competitive Swedish chips market, Naturchips struggled with poor product quality which made it neither a premium, nor a standard product.
  • Pastella


    In 2014, the market for fresh pasta in Denmark was virtually in free fall, declining 5% in value every year. Pastella was losing even more. The solution lay in mixing vegetables into the pasta.