Cheese, sausages, salmon, rice, pasta and pasta sauce. Dagrofa’s premium brand OMHU has just been added more than 40 new products, aimed at consumers who are also looking for luxury on supermarket shelves.
The aforementioned products are just a selection. What the products have in common is that they are an extension of Dagrofa’s private labels that are growing. This applies in particular to Grøn Balance, Gestus and OMHU.
“We notice that customers want something that can do a little more, and they have gained trust in the products and that we can deliver something good. That is why we are very much looking forward to these products really coming out to life in MENY and in a number of SPAR stores,” says Steffen Winther, Head of Private Label at Dagrofa.
Pasta, which has been through bronze molds and marmalade with sea buckthorn, sends a signal of something extra. Together with, for example, the aforementioned cheeses, which have also been pampered a little extra, these products fit well with consumers who want a little more. This also applies to various juices with blueberries, rhubarb and elderflower.
“Customers acknowledge that with our own brands we have a pretty good balance between price and quality. That is why we have also noticed a need for more products in our premium brand, and we have now got that. If you add these products to your shopping cart, you really get a lot of quality for the money,” continues Steffen Winther.
The new products are an extension of Dagrofa’s growth strategy Gro’27. Therefore, it is also an initiative that pleases Category Director Jesper Bjerring.
“I am very pleased that we have been able to launch these products. We have always said that we want to strengthen our retail chains, and this is an example of a strengthened positioning of the chains with our own brands. These are products that provide an incredible amount of value for the price, and this helps to strengthen our competitiveness,” says Jesper Bjerring.
Several of the new products were introduced in late spring and summer, while the majority have hit stores here on the edge of autumn.
