New Orkla products and relaunches will be available on shelves and in freezers in grocery stores and pharmacies as from 16 February.
The biggest launch this February is the Aqua Derma face care range from Lilleborg, which will be sold in both grocery stores and pharmacies. The products contain active ingredients from the sea, including a Norwegian salmon roe extract. Moreover, they contain no parabens, alcohol, mineral oil or silicones, and meet consumer demands for natural products.
Define Pure Therapy, a hair care range free from silicones, parabens and colorants that is now being launched in pharmacies is another example of the same trend.
The major innovation in the freezer compartment is the Grandiosa Original Deluxe pizza. It combines the Grandiosa Classic topping and the crispy cheese crust introduced in last year’s hit, the Grandiosa Helmax pizza.
“Generally, we see that fish, Asian flavours and health care are still clear trends – in addition to naturalness,” says Arve Heltne, Senior Vice President, Orkla Commercial Excellence.
To make it easier for people to eat fish, Orkla is launching Stabburet Kokkeklar Kremet Laksesuppe, a frozen creamy salmon soup, and TORO Middagsklar Mild Tomatsaus til ovnsbakt torsk, a chilled tomato sauce for oven-baked cod. TORO Thai Panang Curry and TORO Thai Red Curry are chilled ready meals that cater to the growing consumer interest in Asian food. The Indian-style ready meals Saritas Tikka Masala and Saritas Tandoori Kylling and Saritas Korma Kylling chicken dishes are also being relaunched in response to the Asian trend.
“Several of Orkla’s products are part of the everyday diet of many consumers. Orkla is committed to developing healthier products, and in the past few years has reduced the salt, sugar and saturated fat in numerous products. The popular favourite Stabburet liver paté is now being relaunched with a healthier fat profile and a lower salt content,” Arve Heltne says.
Innovations in the Nordic region
A brand-new breakfast product, Paulúns oven-toasted supermuesli, is one of the biggest launches in Sweden. Havrefrutti from Risifrutti, which is an oat-based between-meal snack, is another new product launched to respond to growing demand for healthier snacks for people on the go. Other major innovations in Sweden are lactose-free variants of Abba Middagsklart “just-add-fish” dishes and Felix Ekologisk Mustig Soppa organic vegetarian chilled soups.
In Denmark, Pastella is launching the world’s first vegetable pasta made from pasta dough consisting of no less than 40% vegetables, and Nemfisk is introducing a shellfish sauce for oven-baked plaice.
The biggest launches in Finland are Grandiosa Glutenfri (gluten-free) Pizza and Felix lactose-free sauces for oven-baked fish.
One of the Nordic launches is Möller’s Pharma Aktiv, an omega-3 product for seniors. Pierre Robert Group is introducing the latest in this year’s basic garments in the form of boxers, hipsters, basic tops and t-shirts for men.