All new in Sweden

The Swedes are renowned for their traditions and their forward thinking. These characteristics may have played a part when the longstanding Lantmännen group decided to embark on a course of fundamental regeneration at Lantmännen Doggy, the Swedish parent company of Lantmännen Bozita. The first recognisable stage in this process for dog owners is the new dog food Bozita Nordic by Nature, which has now been unveiled in Stockholm. The new food will be available as both dry and moist food (pâté) and is positioned in the super-premium segment. The three varieties Laplandian Elk Stew, Bohuslandian Fish Pot and Gotlandian Lamb Roast are intended to acquaint dog owners with the many facets of nature in Sweden and its raw ingredients through the food itself and above all through the lavish packaging design. These are also intended to set the food apart from its competitors on the shelf, stresses August Engel-Wolff, CEO of Lantmännen Bozita. "We want the new food to create a high margin for the retail trade and to give the consumer clear, simply structured information. The communication should be simple and above all it should be straightforward," says Anthony Kulda, who has been a senior brand manager at Lantmännen Doggy for a year now. English has been selected as the only language to be used on the packaging for all countries. The target groups for the new product have also been clearly outlined. "We believe that the priority customer for our product is female, aged between 30 and 64, lives in a fairly large city, shops in pet stores and wants a high standard of living for herself and her dog," says Anette Rosengren, vice-president of Lantmännen Doggy. Lantmännen Doggy took a long, hard look at itself during the development of the new dog food, which is aimed at canines with a medium level of activity. "We simply realised that the previous products from Bozita tended to be boring, mainstream and overloaded with information. With our new products, on the other hand, we want to manufacture for a certain target group, simplify communication and be modern and innovative," explains Kulda. Signalling the introduction of major changes This desire to change is not limited solely to the development of new products, however, although these are expected to follow in the next few months. On the contrary, Bozita Nordic by Nature is expected to launch a process of all-round renewal. "This will be a two-and-a-half year journey," says Engel-Wolff. During this period the…