Friland to launch its first cold cuts series
Danish consumers are increasingly becoming more and more interested in organic food. Since 2011, turnover in Danish retail stores has almost tripled, and the range of organic products is growing, according to the latest market report from the Danish Organic Association.
Now Friland is expanding its organic selection for Danes with its first organic cold cuts range, which will hit the refrigerated counters soon.
"Few people know it, but rye bread with cold cuts is actually what most Danes eat for dinner every day, so just like when the Danes make buns in curry or minced beef, we at Friland are now ready with a quality product for the growing group of Danes who want to eat organic", says Søren Tinggaard, Vice President at Danish Crown responsible for Friland.
The Food Culture Association's annual population survey from 2024 has determined that rye bread with cold cuts is the Danes' favorite meal for dinner. The selection of organic cold cuts has been narrow until now, and therefore Danish Crown and Friland have no doubt that many consumers have missed organic alternatives.
This is also seen in the fact that sales of organic beef measured in kroner have increased by 40 percent from the third quarter of 2023 to the third quarter of 2024, while pork has increased by over 20 percent in the same period.
Friland's new cold cuts series is launched in Salling Group stores, Bilka, føtex and Netto.
"We are looking forward to presenting the new cold cuts series from Friland to our customers. High-quality organic products are an important priority for us, and we can see that our customers are once again demanding organic products after a few years of stagnant sales. Therefore, we are pleased that we can now offer our customers a new, organic cold cuts series from Friland, which lives up to our high ambitions for quality and animal welfare", says Søren Bo, Category Director at Salling Group.
Friland is ranked by Danes as the eighth most sustainable brand by the Sustainable Brand Index. Therefore, Søren Tinggaard also has great faith that Danish consumers will welcome the new cold cuts series, which he expects to capture a good share of the market.
"Organic beef has a market share of just over eight percent, while the figure for organic pork is just under five percent. Our goal is that with our new cold cuts series, we will have a market share of five percent of total cold cuts sales in the Danish grocery trade within a few years. It is ambitious, but we are seeing great support from consumers, and I am sure that Friland's brand can make a difference", says Søren Tinggaard.
Friland's new cold cuts series will be available in most Danish supermarkets later this year.
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