Axellus changes name to Orkla Health
Axellus, which is part of the Orkla Group, is changing its name to Orkla Health to clearly reflect the company’s identity and affiliation.
Axellus is the Nordic region’s largest manufacturer and marketer of a broad range of health products in the omega-3, vitamins, weight management and sports nutrition segments. The company has strong brands such as Möller`s, Nutrilett, Gerimax and Maxim, and has an annual turnover of around NOK 1.4 billion. Axellus has companies in seven countries in addition to export sales, and is part of the Orkla Home & Personal business area.
“By changing our name to Orkla Health, we will make it clearer to the outside world just what our company delivers. At the same time, we will be strengthening Orkla as a company name in the Nordic region,” says Axellus Group CEO, Henning Søgaard.
Over the past few years, Orkla has undergone a major change. In the autumn of 2011, the Group reoriented its strategy towards becoming a focused branded consumer goods company. This is reflected in Orkla’s new logo and visual identity, which were presented last autumn. In addition to highlighting Orkla’s position as the leading branded consumer goods company in the Nordic region, the Group has also taken a clear stance on the issue of health and nutrition.
“As a supplier of branded health products, we continuously strive to be the best at understanding consumer needs, and ensuring that our products are of high quality and reliable,” says Henning Søgaard.
The change of name that will apply to all the Axellus companies as from today will have no practical consequences for consumers. They will find the same branded products in grocery stores, pharmacies and health shops. However, all product packaging will feature the Orkla logo to highlight that Orkla is the company behind the products. The change will be made gradually, as and when it becomes necessary to change packaging.
In 2013, companies like Stabburet and Toro changed their names to Orkla Foods Norge, while Nidar, Sætre and KiMs changed names to Orkla Confectionery & Snacks Norway.