Nidar Scales Retail Presence with Major Coop Distribution Deal
In a significant shift for the Norwegian confectionery market, Nidar is expanding its retail footprint by taking over the pick-and-mix candy segments across the Coop network. This strategic move sees the Trondheim-based company replacing the Swedish supplier Candyking in a bid to optimize retail offerings.
The transition, which was finalized in November 2015, is part of a broader effort to enhance the consumer experience through a more competitive supply model. Harald Kristiansen, Communications Manager at Coop Norge, noted that Nidar was selected following a comprehensive negotiation process with multiple suppliers. According to Kristiansen, Nidar provided “the best overall concept in terms of both price and quality.”
This shift highlights how localized supply chain optimization and refined retail concepts can be leveraged to disrupt established market positions and drive regional growth.
Rapid Operational Rollout and Job Creation
The scale of the deployment is extensive, with Nidar set to integrate its products into 1,100 Coop stores across Norway by May 2016. The operational rollout is already well underway; by mid-March 2016, 650 stands had already been installed across 300 locations.
The expansion is providing a tangible economic boost to Nidar’s home base in Trondheim. The agreement is expected to create 25 new full-time positions, which will be distributed between the company’s sales apparatus and its local manufacturing facility. This growth underscores the capacity for retail partnerships to stimulate industrial employment within regional hubs.
Market Share and Competitive Landscape
Previously, Nidar’s pick-and-mix distribution was limited to Ica stores. This new partnership with Coop significantly elevates the company’s market position, increasing its total market share to 30%.
While the specific financial valuation of the contract has not been disclosed, the scale of the sector is substantial. Robert Rønning, Communications Director at Orkla Confectionery & Snacks Norge, stated that the combined pick-and-mix volume for Ica and Coop reached approximately 300 million NOK over the past year. This volume signals the high stakes involved in securing primary distribution channels for impulse-buy confectionery.
Despite Nidar’s expansion into Coop, the market remains fragmented. Consumers who prefer Candyking products can still find them at Rema 1000, which continues to carry the Swedish brand’s offerings.
