(Nettavisen) Next week will observe a significant reshuffling of products at Kiwi, Rema 1000, Coop and other major grocery chains in Norway. Latest items are being introduced while an equal number are being discontinued, reflecting the limited shelf space available.
Among those “being removed” are products associated with Norwegian athletes Therese Johaug and Erling Haaland. Yet, these aren’t the sports stars themselves, but rather a brown cheese from Synnøve and an ice pop from Hennig-Olsen, respectively.
The list of well-known brands facing product cuts is extensive, including Diplom-Is, Hennig-Olsen, Tine, Grandiosa, Stabburet, Toro, Gilde, Freia, Nidar, and many others.
See the list of more than 90 products being removed further down.
Foto: Erik Molland (Nettavisen)
– We consumers have to pay
The large-scale product changes taking place next week are one of three so-called launch windows in the Norwegian grocery market. New products will be introduced, while an equal number will be removed. This dynamic reflects the competitive nature of the retail landscape.
Here’s beneficial for the industry, but not for consumers, according to grocery expert Odd Gisholt. He has closely followed the industry for decades.
“It’s particularly practical for the industry and for retailers to do it this way, but for us consumers, it’s completely absurd,” he said.
— How much money is spent on these launches?
“Far 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 end up paying for all of this,” he stated.
Foto: Erik Molland (Nettavisen)
Grandiosa Discontinued
Changes are occurring in the frozen pizza section, with two Grandiosa varieties being removed. These are Grandiosa Delux with pepperoni and chicken. Peppes is too cutting one variant, specifically Peppes ham with 4 cheeses.
Simultaneously, new Grandiosa products are being introduced, including Mozzarella and Meat Sauce, which is being relaunched with a new recipe.
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,” said Kristoffer Barbøl Vikebak, Head of Communications at Orkla, the owner of Grandiosa.
He explained that there’s a valid reason for discontinuing products.
“For these products, we are not satisfied with sales and will focus on our other products,” Vikebak said.
— I Sometimes Shake My Head
The launch window system is a uniquely Norwegian phenomenon, explained grocery expert Gisholt.
“There’s no doubt that it’s something that suits both the industry and the trade quite well. But it’s inappropriate for the consumer as a customer,” he said.
Launch windows are practical for the industry, and the launches give suppliers extra attention.
Foto: Erik Molland (Nettavisen)
Gisholt believes the number of launches has increased in recent years.
“It has increased. I’m in stores every day, and I sometimes shake my head when I see 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 pouring in.”
According to Gisholt, suppliers are engaged in a fierce battle for shelf space.
“We can call it line extension. For example, Coca-Cola can launch many new varieties and spread out so that there isn’t much room left for Pepsi. Particularly large suppliers with a lot of power try to do this.”
The Competition Between Diplom-Is and Hennig-Olsen
The ice cream section is seeing tough competition between the two major brands.
Among the products being removed is the Haaland ice pop. Hennig-Olsen owner and CEO Paal Hennig-Olsen explained the change as follows:
“There’s a collective assessment behind this. Haaland was launched in connection with our 100th anniversary in 2024 and was always intended for a limited period,” he told Nettavisen.
Diplom-Is is cutting some Royal varieties and also the classic Gigant. However, a replacement is coming, Gigant with salt caramel.
Also, another classic, Gullpinne, is getting a new flavor for the first time since its launch in 1968. The new flavor is pistachio.
Protein Competition: Synnøve, Tine, and Q
The dairy shelves have seen a transformation into a battleground for protein products, with Synnøve Finden now challenging market leader Tine.
With the launch of a new protein yogurt boasting 35 grams of protein per serving, Synnøve is raising the bar for what consumers can expect from a single snack.
In the cheese section, Synnøve Therese Johaug brown cheese is being discontinued.
“Therese Johaug Brunost is being phased out of the assortment because it was a limited-time collaboration variant,” said Communications Manager Sofie Oraug-Rygh.
They are replacing Johaug cheese with a new brown cheese with cardamom.
Also disappearing are Norvegia Naturally Protein-Rich and Philadelphia with milk chocolate and grilled paprika, as well as Kremgo Pepper.
Cutting a Solo and Two Batteries
Changes are also occurring among beverages.
The 0.5 and 1.5-liter bottles of 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; Hansa Lite Radler, several varieties of Saga Hard Seltzer, and Grevens Hard Seltzer are being discontinued or replaced with new flavors.
Foto: 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, while Farris Bris is expanding its range with a summery raspberry-lemonade.
The new product from Fun Light is sugar-free household juice.
Classics
Only a few of the new products in stores will remain for a particularly long time. But occasionally, a product becomes a mainstay for decades.
We asked the manufacturers which products they still have that have been around the longest:
- Ca. 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: Leverpostei (Stabburet)
- 1951: Majones (Mills)
- 1952: Kaviar (Mills)
- 1960-tallet: Båtis & Kroneis (Is-produsentene)
- 1966: Soft Flora (Mills)
- 1990-tallet: Original Havsalt (Sørlandschips)
- 1996: Gulost (Synnøve Finden)
- 1997: Vita Hjertego’ (Mills)
