The company will cease using an external distributor and will market and develop the product in Sweden itself.
Probiotics supplier Probi AB (Lund, Sweden) announced that it is taking over distribution of its Probi probiotic food supplements brand in Sweden. The company says its product is the country’s market leader and is sold in pharmacies and health stores. The company is ending a distribution agreement it had with an external distributor for Probi sales in Sweden.
The company says it now plans to build up its own marketing organization in order to develop and increase Probi sales in the Swedish market. Its press release adds: “Probi’s global strategy as a B2B supplier in probiotics is unchanged. Sweden is, however, unique for Probi, as we have products on the market under our own brand name. Our strong position in Sweden makes it natural for us to take control of the entire value chain. We see great potential to strengthen our own brand and increase sales in both existing and new channels.”