Major product shakeups are coming next week at Kiwi, Rema 1000, Coop, and other grocery chains. New items are arriving as an equal number are being discontinued, as shelf space remains limited.
Among those “being discontinued” are products associated with Therese Johaug and Erling Haaland – not the athletes themselves, but a brown cheese from Synnøve and an ice pop from Hennig-Olsen, respectively.
The list of well-known brands with products slated for removal is extensive, including Diplom-Is, Hennig-Olsen, Tine, Grandiosa, Stabburet, Toro, Gilde, Freia, Nidar, and many more.
See the list of over 90 products being removed further down.
IN AND OUT: Many new products are arriving, but an equal number of items will be removed from stores. Photo: Erik Molland (Nettavisen)
Read also: 100 Million Taxpayer Kroner Saves Coop and Joker: ‘Decisive’
“We Consumers Have to Pay”
The large-scale changes happening next week are one of three so-called launch windows in the Norwegian grocery market. Hundreds of new products will be introduced, while an equal number will be removed. This dynamic impacts supply chain logistics and consumer choice.
This is fine for the industry, but not for customers, according to grocery expert Odd Gisholt. He has extensive knowledge of the industry and has followed it for decades.
“It’s very practical for the industry and for retailers to do it this way, but for us consumers, it’s completely absurd,” he says.
“How much money is spent on these launches?”
“Too much, in my opinion. A lot of money is spent on so-called product development, which isn’t actually that new. It costs money to create new products, new packaging, and, of course, advertising. We consumers complete up paying for all of this,” he says.
ABSOLUTELY CRAZY: Grocery expert Odd Gisholt says the number of launches has increased sharply. “Absolutely crazy,” he says. Photo: Erik Molland (Nettavisen)
Read also: Kiwi and Rema Prepare for Economic Downturn
Grandiosa Discontinued
Changes are happening in the frozen pizza section. Two Grandiosa varieties are being removed: Grandiosa Delux with pepperoni and chicken. Peppes is also discontinuing a variety – Peppes ham with 4 cheeses.
At the same time, new Grandiosa products are arriving, including Mozzarella and Meat Sauce, which is being relaunched with a new recipe.
Read also: Harsh Criticism of Rema 1000: Widespread Dissatisfaction
Peppes is launching two new pizzas: Peppes Snack Pizza Hot Kebab and Peppes Philly Cheesesteak.
“We have over 1000 products, and there’s always some movement in the portfolio in February,” says Kristoffer Barbøl Vikebak, Head of Communications at Orkla, the owner of Grandiosa.
He says there’s a reason products are being cut.
“We are not satisfied with the sales of these products and seek to focus on our other products,” says Vikebak.
“I Sometimes Shake My Head”
The launch window system is a uniquely Norwegian phenomenon, explains grocery expert Gisholt.
“There’s no doubt that it’s something that suits both the industry and retailers quite well. But it’s inappropriate for the consumer as a customer,” he says.
Launch windows are practical for the industry, and the launches give suppliers extra attention.
NEW: Sætre Gullvafler debuted in 1912. Now it’s coming with chocolate flavor. Photo: Erik Molland (Nettavisen)
Gisholt believes the number of launches has increased in recent years.
“It has increased. I proceed to the store every day, and I sometimes shake my head at how much new stuff keeps coming in. It’s not something I’ve asked for, and I don’t think many of the customers have asked for it either, but it just keeps coming,” he says.
According to Gisholt, suppliers are engaged in a fierce battle for shelf space.
“You could call it line extension. For example, Coca-Cola can launch many new varieties and spread out so that there isn’t as much room for Pepsi. Especially large suppliers with a lot of power try to do this.”
Protein Competition: Synnøve, Tine, and Q
The dairy aisle is seeing a competitive shift with the launch of new protein products.
Synnøve Finden is now challenging market leader Tine with the launch of a new protein yogurt boasting 35 grams of protein per serving.
In the cheese section, Synnøve Therese Johaug brown cheese is being discontinued.
“Therese Johaug Brown Cheese is now being phased out of the range since it was a limited-time collaboration product,” says Sofie Oraug-Rygh, Head of Communications.
They are replacing Johaug’s cheese with a new brown cheese with cardamom.
Cutting a Solo and Two Batteries
Changes are also happening among beverages.
Half-liter Solo Super Tropical, Farris Bris with strawberry and kiwi, and two varieties from Battery are being removed from shelves.
Changes are also being made in the alcoholic beverage category, with Hansa Lite Radler, several varieties of Saga Hard Seltzer, and Grevens Hard Seltzer being discontinued or replaced with new flavors.
ENERGY DRINKS: Changes are also happening in this category. Some Battery varieties are being discontinued, but others are arriving. See the list below. Photo: Erik Molland (Nettavisen)
New products include caffeine-free Pepsi Max in both 0.5 and 1.5-liter bottles. Solo Super is launching Red Orange, and Farris Bris is adding a summer raspberry-lemonade flavor.
A new sugar-free syrup is also coming from Fun Light.
Classics
Only a few of the new products in stores will remain for a particularly long time. But sometimes there’s a product that sticks around for decades.
We asked the producers which products they still have that have been around the longest:
- c. 1890: Pilsner & Bayer (Hansa)
- 1907: Farris (Ringnes)
- 1912: Gullvafler (Sætre)
- 1919: Melange (Mills)
- 1924: BaconOst (Kavli)
- 1932: Idun Eddik (Idun)
- 1934: Solegg (Prior)
- 1934: Solo (Ringnes)
- 1936: Stratos (Nidar)
- 1938: Vossafår (Vossafår)
- 1939: Troika (Nidar)
- 1949: Liver Paste (Stabburet)
- 1951: Mayonnaise (Mills)
- 1952: Caviar (Mills)
- 1960s: Båtis & Kroneis (Ice cream producers)
- 1966: Soft Flora (Mills)
- 1990s: Original Sea Salt (Sørlandschips)
- 1996: Yellow Cheese (Synnøve Finden)
- 1997: Vita Heart Good (Mills)
