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What makes the difference between a flop and a success

Orkla launches hundreds of new innovations every year. What does it take to be a winner in the competition for consumer preference?

Every year Orkla launches several thousand new products all over the world. Last year, in Norway alone, we launched more than 500 innovations. Not every product survives in the market. The degree of success depends on many factors, but one in particular stands out.

“Product quality trumps all other factors when it comes to innovation criteria,” says Arve Heltne, Senior Vice President, Orkla Marketing & Innovation. “If we are to succeed in an increasingly tough competitive climate, we have to deliver quality that exceeds consumers’ ever higher expectations. We have to deliver more than expected, through our marketing, packaging and advertising, every single day to earn consumers’ loyalty. No new brands become established without repeat purchases.”

Your friend in everyday life

Orkla’s vision, “Your friend in everyday life”, serves as a guideline in the Group’s innovation work. Orkla aims to be a friend to consumers every day by delighting and engaging them.

“To do this, we need to have high product quality, good consumer insight and inspiring, trustworthy marketing,” says Arve Heltne.

Some of Orkla's successes

  • Pizzabakeriet


    The Pizzabakeriet brand was launched in the autumn of 2015 and is the result of thorough research and a tough acknowledgement by Orkla.
  • Totenflak


    In the spring of 2016 Orkla launched Totenflak potato chips. Half a year later, the product has a market share of 25 per cent, 7 percentage points higher than targeted. What happened?
  • Define


    Define was launched in 2002, and has consolidated its position as Norway’s biggest range of hair care products in a challenging market.