PRESS RELEASE
Probi AB to take over the distribution of its own brand i Sweden
The brand Probi® is the market leader in probiotic food supplements i Sweden. From April 1, 2023, Probi AB will take over the distribution of the brand i Sweden, which is sold in pharmacies and health stores. With our own marketing organization, the goal is to expand sales and develop the Probi® brand.
Since 2009, Proby has had a distribution agreement with an external distributor for the sale of Probi® i Sweden. In connection with the expiry of the agreement, Proby has chosen to end the collaboration and build up its own marketing organization with the objective of developing the brand and increasing sales on the Swedish market.
“Probis global strategy as a B2B supplier in probiotics is unchanged. Sweden is however unique to Proby, because we have products on the market under our own brand. Our strong position within 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.” says Tom Rönnlund, CEO, Probi AB.
Initially, the takeover means increased net sales of approx SEK 10 million on an annual basis and a neutral profit effect taking into account the costs of building up an internal market organization.
The Probi® brand is marketed in Sweden with the products Probi® Original, Probi® Frisk, Probi® Family, Probi® Active, Probi® Female and Probi® Baby.
For further information, please contact:
Tom Rönnlund, CEO, Probi AB
Phone: +46 46 286 89 40, E-mail: [email protected]
ABOUT PROBE
Probi® is a global company focused exclusively on the research, manufacture and supply of probiotics for
dietary supplements and functional food. We are experts in handling stable, live bacteria from R&D to every
stage of the manufacturing process and are dedicated to making the health-enhancing benefits of probiotics
accessible to people everywhere. Our health concepts, formulations and formats are supported by robust clinical
documentation. Since our founding in 1991 at Sweden’s Lunds university, Proby has expanded its operations to
more than 40 markets. We have more than 400 patents globally. Read more at www.probi.com.
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