HKScan - hands full of chicken

In Sweden, HKScan is trying to achieve some market share for its fresh Danish chicken products.  Apparently, there has been no great success yet.  Competition is intense.  Advertising agency’s page tells this:

“The challenge was to develop a packaging concept that was strong enough to compete with Kronfågel and Guldfågel (the leading chicken brands in Sweden).”

And there is a big problem (the origin of course), which the agency has to solve.  This is their solution:

“We decided to position the brand on the basis of "great taste". This was possible because consumers primarily associate Kronfågel and Guldfågeln with just "Swedish" and this is also the focus of their packaging design.”

In Finland, while planning large investments on poultry production, HKScan has been trying to promote its new chicken nuggets by these short videos.  Please watch the winner, the first on the list with 2071 votes.  Without the foam extinguisher episode it would be fine, almost like from any Kaurismäki film.  The product itself has been a success, the Annual Report 2014 tells.

In Estonia, demand for poultry products increases steadily and unlike in Sweden, HKScan has the advantage that it uses only domestic chicken meat.  A huge additional advantage is of course the fact that all the rivals are reliant on imports.

We will look at HKScan again later but on Friday, April 10^th we are going to look at Atria’s businesses.  The Radioactive Chicken Heads!

This is Artoparto and here is my Disclaimer.  Please read it.

Disclaimer:  All content provided on this site is for entertainment purposes only.  This site does not provide any investment advice and content on this site should not be construed as recommendation to buy or sell any financial instruments.  Please consult a qualified financial adviser before making any financial decision.  I make no representations as to the accuracy, completeness, suitability, or validity, of any information on this site or found by following any link on this site.  I will not be liable for any errors, omissions, or any losses, injuries, or damages arising from displaying or using any content provided on this site.  I am not responsible for users' comments.  I reserve the right to update or delete any content on this site for any reason.

Reading the magazine @trialla Feb 2015 - News from Atria

The magazine's most interesting news is a relatively extensive article of a large retailer Tuurin Kyläkauppa. Their food department does not go particularly well.  Firstly, convenience food sales have simply fallen.  Secondly, the more expensive parts of the carcass demand has decreased and on the other hand, the demand for cheapest parts of carcasses and minced meat has increased.  Thirdly, discounted products are selling well.  In all, one must conclude, consumers are saving and living sparingly. 

Trade volumes in Tuurin Kyläkauppa are large and consumers’ cutting down is also reflected in the individual product groups, so that for instance in sausages they have moved increasingly to cheaper products. Interestingly, top offer ready meals sell very well. It may mean that the increasingly strong trend of preparing food at home also on weekdays, is only due to consumers' need to save. 

A few customer interviews at the end of the article reveal, what the customers are seeking for: products close to the sell-by date, only offerings and nothing else, and low-cost raw materials for cooking at home.

There’s one more interesting piece of news in the magazine. With the chicken business bought from Saarioinen, Atria Finland got a precious brand of Jyväbroiler.  Surely it will be developed further.  A couple of photos prove that something has changed.  Previously, at least some of the products were GMO-free.  Not today. In the near future, GMO-free product range may well be an important success factor but unfortunately it seems that Atria Finland is out.

We will look at Atria again later but on Friday, March 27^th we are going to look at HKScan’s businesses.  Eat well!

This is Artoparto and here is my Disclaimer.  Please read it.

Disclaimer:  All content provided on this site is for entertainment purposes only.  This site does not provide any investment advice and content on this site should not be construed as recommendation to buy or sell any financial instruments.  Please consult a qualified financial adviser before making any financial decision.  I make no representations as to the accuracy, completeness, suitability, or validity, of any information on this site or found by following any link on this site.  I will not be liable for any errors, omissions, or any losses, injuries, or damages arising from displaying or using any content provided on this site.  I am not responsible for users' comments.  I reserve the right to update or delete any content on this site for any reason.