Probi AB takes over the distribution of the own brand in Sweden
Since 2009, Probi has had a distribution agreement with an external distributor for the sale of Probi in Sweden
From 1 April 2023, Probi AB will take over the distribution of the brand in Sweden, which is sold in pharmacies and health stores. The move aims to expand sales and develop the Probi brand.
Since 2009, Probi has had a distribution agreement with an external distributor for the sale of Probi in Sweden. In connection with the expiration of the agreement, Probi has chosen to end the collaboration and build up its own marketing organization with the aim of developing the brand and increasing sales on the Swedish market.
“Probi’s global strategy as a B2B supplier in probiotics is unchanged. However, Sweden is unique for Probi, as we have products on the market under our own brand,” says 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 receive significantly more focus and attention.”
Initially, the takeover means increased net sales of approximately SEK 10 million (USD 960,799) on an annual basis and a neutral profit effect with regard to costs for 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.