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.


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.

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In three years Klorin evolved from a traditional bleach to the foremost toilet cleanser that “kills all bacteria”.

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