Axfood launches meal planning service

Vardagsmaten.se is an online food planning service that is now also available as an iPhone app. Easy recipes and adapted shopping lists with discount offers help ease the burden for families in putting together the pieces of their stressful day-to-day puzzles.

The app gives shoppers easy access to weekly recipes and shopping lists that are adapted to store offerings, directly on their iPhone. The app is synchronized with vardagsmaten.se.

The website and app feature a plethora of child-friendly recipes developed by food editor Sanna Ohlander, who also talks about food and recipes on Facebook and Twitter. There is also an opportunity for members to submit their own recipes.

“We are trying to make it easy for families to vary their purchases of good and simple everyday foods,” says Ulf Reneé, head of private label marketing at Axfood. “As a first step, we have created an app for the iPhone, and we will soon follow this up with an app for Android users.”

Using vardagsmaten.se to plan their grocery shopping, customers can get suggestions for selected food products with discounts from Hemköp and Willys grocery stores. Weekly special offers are specially highlighted in the shopping lists.

Willys, Hemköp and Axfood are the initiative-takers behind vardagsmaten.se.

For further information, please contact:
Ulf Renée, Head of Marketing, Private Label Products, Axfood Sverige AB, tel. +46-70-297 72 77
Ingmar Kroon, Director Press Relations, Axfood AB, tel. +46-702-89 89 83

Axfood AB conducts food retail and wholesale business in Sweden. Retail business is conducted through the wholly owned store chains Willys, Hemköp and PrisXtra, comprising 229 stores in all. In addition, Axfood collaborates with a number of proprietor-run stores that are tied to Axfood through agreements. These include stores within the Hemköp and Willys chains as well as stores run under the Handlar’n and Tempo profiles. In all, Axfood collaborates with approximately 840 proprietor-run stores. Wholesaling is conducted through Dagab and Axfood Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB's Large Cap list. Axel Johnson AB is the principal owner, with approximately 46% of the shares.