Lönneberga is introducing exciting innovations in the world of spreads: Today we meet with Brand Marketing Manager Hanna Flybring to discuss brand strategies and the major product launch for the autumn.
Stockholm, 2023-10-11. Lönneberga, a well-known player in the grocery retail sector in Sweden with a strong tradition of offering high-quality products for the breakfast table, is now launching three new flavors with Smartson - The Recommendation Agency. Throughout the autumn of 2023, studio productions, national taste tests, and user experiences will take center stage. In addition to creativity, a significant focus is placed on gaining insights into each flavor, with an emphasis on how and when consumers choose to serve the spreads.
A launch to celebrate - watch the new video here
To celebrate this new product launch, we sat down with Hanna Flybring, Lönneberga's Brand Marketing Manager, to discuss brand development strategies and a successful product launch.
Hello, Hanna! In your role as Brand Marketing Manager, how are you working to build and develop the Lönneberga brand in this launch?
- Successful and relevant brands are built from the needs and values of the target audience, from the products developed to how we choose to communicate both in-store and beyond. Here, we are launching three flavorful variations so that everyone can find their favorite for their specific occasion, be it for breakfast, an evening sandwich, or even as a snack.
It's exciting to learn about your new product launch in the spreadable category. What have been the key steps from idea to finished product?
- Lönneberga has a long tradition of enhancing the all-important sandwich, offering a range of smoked and cooked hams to fantastic liver pâtés. With the sandwich at the center, not only for breakfast but also for other consumption moments, we saw a need among our target audience to expand our offerings. For this reason, we chose to develop a new product in the pâté category, liver-free but still with a high content of iron and protein.
Currently, a series of films and a national taste test are being launched in Sweden. Could you tell us more about the different components of the launch and their objectives?
- For Lönneberga spreadable, we wanted to reach a broad audience effectively. We also needed to work cost-effectively while ensuring communication that can extend over a longer period. Here, we have a solution that combines both sampling and the generation of interesting content. In addition to this, we look forward to getting to know our target audience even better by hearing their reviews of the products.
What specific strategies and tactics have you and Lönneberga employed to position the new products in the market?
- For us, it is important to reach Lönneberga's consumers at the point of purchase and enable them to try the newly launched products. Therefore, the initiative with Smartson is a crucial part of our launch strategy to reach out.
For more information about Lönneberga and their new and their new spreads, please visit the website. Would you like to follow the taste tests via Smartson? Check out Lönneberga's Brand Room directly here: