Strong brands and powerful innovations are a fundamental prerequisite for growth in sales and profitability over time. In efforts to ensure these essentials, the main focus is on establishing a deep insight into the needs of local consumers and customers, and on developing brands and concept solutions that meet these needs. In Orkla's Branded Consumer Goods Area, therefore, genuine local insight provides a platform for creating greater value for consumers, customers and thus for Orkla. Based on this local insight, business opportunities are identified. Orkla’s leading positions are established and developed at all times at the local level in direct competition with international players.
Examples of innovations that have made products significant for consumers, the retail trade and The Branded Consumer Goods Area:
- Grandiosa is the clear market leader in the frozen pizza segment in Norway. Since Grandiosa was first launched in 1980, over 400 million units of the products have been sold. Over time, a wide range of new products and varieties of Grandiosa have been developed, which are tailored to local consumer needs. This has assured the brand very strong growth. In 2011, consumer sales of Grandiosa products totalled approximately NOK 900 million.
- The market-leading brand Define was launched in February 2002, and just four months later was Norway’s largest hair care range in a market where major global rivals are the only competition. Define is based on a deep insight into consumer needs and has been developed in unique collaboration with the Elida Hair Innovation Centre in Paris and a selected group of highly skilled Norwegian hairdressers. Since its launch in 2002, Define has sold around 35 million units, and in 2011 sales of Define products to the consumer market totalled around NOK 240 million. Define’s team of hairdressers works continuously on testing and refining new and existing products. This gives Define a unique position as specialist on the Norwegian hair care market, and ensures that consumers are provided at all times with the best and latest in hair care and styling.