The Probi[®] brand strengthens as Probi takes control on April 1, 2023
The Probi® brand is the market leader in Sweden in the probiotic dietary supplement category. By taking over distribution in Sweden from the 1st of April 2023, Probi will increase its focus on strengthening the brand on the Swedish market. Sales currently take place in pharmacies, both in physical stores and online.
With our own distribution, Probi takes control over the brand- and distribution strategy, which will increase focus on developing the brand and process the sales channels. Since 2022 Probi has built a sales and marketing organization responsible for the Swedish market.
"Now that we take over distribution we get a direct channel to our customers, which enables us to adapt to our customer’s wishes faster. The Probi® brand already has a strong position, but our ambition is to be the natural choice for everyone in Sweden and it should be available to the customer no matter where you buy your probiotics”, says Anita Johansen, Interim CEO of Probi AB.
Initially, the takeover is expected increase net sales by approximately SEK 10 million on an annual basis and a neutral result effect, with consideration taken to costs for building an internal market organization.
The brand Probi® is marketed in Sweden with the products Probi® Original, Probi® Frisk, Probi® Family, Probi® Active, Probi® Female and Probi® Baby. For more information about the products visit the website www.probi.se
For more information, contact:
Henrik Lundkvist, CFO, Probi AB
Telephone +46 46 286 89 41, e-mail: henrik.lundkvist@probi.com
About Probi
Probi® is a global company focused exclusively on researching, manufacturing, and delivering probiotics for supplements and functional food. We are experts at managing stable, live bacteria from R&D through every stage of the manufacturing process, and are dedicated to making the health-enhancing benefits of probiotics available to people everywhere. Since our founding in 1991 at Sweden’s Lund University, Probi has expanded its operations to more than 40 markets. We hold more than 400 patents globally. Probi had a turnover of SEK 618 m in 2022. Probi’s share is listed on Nasdaq Stockholm, mid-cap and has about 3,700 shareholders on the 31st of December 2022.