Biotech company Probi is set to take over distribution in Sweden from 1 April 2023, increasing its focus on strengthening the brand on the Swedish market. Sales currently take place in pharmacies, both in physical stores and online.
With this move, 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 organisation responsible for the Swedish market.
Our ambition is to be the natural choice for everyone in Sweden
"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”, said Anita Johansen, Interim CEO of Probi AB.
Initially, the takeover is expected to increase net sales by approximately SEK 10 million ($960,000) on an annual basis and a neutral result effect, with consideration taken to costs for building an internal market organisation.
The brand Probi is marketed in Sweden with the products Probi Original, Probi Frisk, Probi Family, Probi Active, Probi Female and Probi Baby.