Ikea Commits to 100% Private Brand Food

People outside of Sweden craving Swedish national brand foods have made a habit of frequenting Ikea stores around the world in order to find such things as Cloetta chocolate, Abba herring, Kalle’s caviar spread, and cookies by Göteborgskex.

But soon, those looking for a taste of Sweden will find only Ikea Private Brand products.

“People will still be able to find similar products out there,” Ikea spokesperson Ylva Magnusson told The Local.

“But some suppliers will fall out while there is chance for new to add.”

“The purpose is to be able to fully control the recipes, the quality, and make sure the code of conduct is respected,” she explained.

“It is a way to take responsibility for people, animals and the environment, because this way we can trace the products more easily.”

Once the new assortment is ready, Ikea will merchandise 150 Private Brand products including cheese, seven types of herring, three types of bread, licorice and lox.

“And something that’s very important,” she said enthusiastically, “caviar spread. And of course we will have crisp bread.”

Magnusson said the decision came after a long discussion with the suppliers, some of which will now lose an important export channel.

While she was however unwilling to discuss specific companies, Newspaper Fri Köpenskap mentions big names such Cloetta, Abba and Göteborgskex, producers of Polly and Kex Choklad chocolate, herring and much of the Swedish biscuits, respectively.

“We hope that people will like our products, and we’re very responsive to what people think,” Magnusson said.

“We encourage them to keep contacting us and giving us their opinion.”

Source: The Local



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.