Probi AB to take over own brand distribution in Sweden

By Stephen Daniells

- Last updated on GMT

© abzee / Getty Images
© abzee / Getty Images

Related tags Probi Probiotics

Probi AB is building up its own marketing organization in Sweden to further develop its market-leading probiotic food supplement brand and increase sales in the Swedish market.

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.


Related news

Show more

Related products

show more

A Taste of Metabolic Health

A Taste of Metabolic Health

Content provided by ADM | 07-Sep-2023 | Case Study

Are you ready to transform the way consumers support their metabolic health? Our latest case study featuring ADM’s propriety, awarding winning strain Bifidobacterium...

Uncover the Potential of Kombucha in APAC

Uncover the Potential of Kombucha in APAC

Content provided by Lumina Intelligence | 02-Aug-2023 | White Paper

The paper explores consumer engagement in the APAC region concerning Kombucha products and probiotic juices, along with the factors that drive this engagement.

Follow us


View more