Probi AB to take over own brand distribution in Sweden
Distribution had been via a third-party distributor since 2009, but that agreement has now expired and, starting from April 1, 2023, Probi AB will take over the distribution of the brand in Sweden, which is sold in pharmacies and health stores.
The Probi brand is marketed in Sweden with the products Probi Original, Probi Frisk, Probi Family, Probi Active, Probi Female, and Probi Baby.
"Probi's global strategy as a B2B supplier in probiotics is unchanged. Sweden is however unique for Probi, as we have products on the market under our own brand name,” said Tom Rönnlund, CEO, Probi AB. “Our strong position in Sweden makes it natural for us to take control of the entire value chain.
“We see great potential to strengthen our own brand and increase sales in both existing and new channels. We have had a good collaboration with our distributor, but through our own marketing organization the brand will get significantly more focus and attention.”
According to a release from the company, this will initially mean increased net sales of around SEK 10 million on an annual basis and a neutral earnings effect, considering costs for building up an internal marketing organization.
