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Norway's Meny Marks Ten Years Of Jacobs Utvalgte Private-Label Brand

Published on Oct 16 2019 10:20 AM in Private Label tagged: Norway / Meny / Unil / Jacobs Utvalgte

Norway's Meny Marks Ten Years Of Jacobs Utvalgte Private-Label Brand

Norwegian retailer Meny has marked the tenth anniversary of the launch of Jacobs Utvalgte, its premium private label range, which generated sales of NOK 540 million (€53 million) last year.

The range, which now includes more than 200 SKUs across 27 product categories, including quality breads, cured meats and Belgian truffles – the latter of which is one of Norway's best-selling confectionery brands – was launched by Meny and Unil in autumn 2009, with 42 SKUs.

Commenting on the range, Nina Brendsrud-Andersen, marketing manager at Unil, said that the range has developed in line with "trends towards premium private labels elsewhere in Europe, while interest in quality raw materials and home cooking has increased among Norwegians as well".

The best-selling Jacobs Utvalgte products this year include spelt bread, grain bread, organic eggs and orange juice, Meny said in a statement.

Brand Origins

The name of the range comes from the Jacobs store in Holtet in Oslo, which has a longstanding reputation for food quality and high-end products.

"Many people shop at Meny because of Jacobs Utvalgte, and they are also very loyal to the products," added Meny product manager Ida Landmark, who noted that there were "massive protests" from consumers when a sauce SKU temporarily disappeared from shelves due to production challenges.

"Jacobs Utvalgte is one of the most successful own-brands in Norwegian grocery," she said.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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