Tuesday, October 25, 2011

Abba Middagsklart - clever and credible addition to the Abba brand portfolio

One of the hard things for established FMCG companies is to find new growth and credible brand extension opportunities in the market. There are different reasons why this is so hard. One difficult thing is of course to decide in which direction to go -  to identify market and brand potential and to prioritise between different the different growth opportunities in the market.
Another issue is also the difficulty of breaking into new territory by overcoming the challenges of the current production capabilities and potential. All the above represent just some of the challenges any big FMCG company will face when considering entering new market space.

That's also why this new launch by Abba Seafood grabbed my attention in the supermarket today. Abba has successfully innovated within the current realms of their production and category capabilities. They've worked themselves higher up in the value and margin hierarchy, and they've added some interesting and relevant brand extensions. But with the launch of Abba Middagsklart they demonstrate a commitment to do even more. The Abba Middagsklart concept is a range of casseroles and sauces especially developed to cater for the convenience seeker and cleverly linked to the growing interest in eating seafood, and the incredible growth in fresh and frozen salmon sales.

I really like this launch. A casserole ended up in my shopping basket straight away, and the product delivered to my expectations as well. I will definetely try more of these products, and I congratulate Abba on entering new territory where they cater to a very clear convenience and 'I wanna eat more seafood but I don't know how to cook those dishes' need with a very credible brand offer.

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