Friggs turned to NINE for support during the development of its new organic tea series, recently launched in Swedish stores. The project started with a Business Case, showing the potential for increased margins and for a new price level, significantly higher than for conventional organic product launches in the large retail chains. The Business Case included price- and cost analyses, consumer trials and estimation of market potential, and defined prerequisites for successful implementation and launch.

Friggs’ objective was to follow or exceed the growth of the green, red and herbal tea segment; driving the development of the segment.

 

Results from consumer trials during the development phase showed that the consumers wanted:

· Tea packaging with news value

· Environmentally friendly packaging

· Gift-like packaging that is nice to expose at home

Based on the Business Case and consumer preferences, NINE developed a new packaging concept for Friggs’ new premium teas. The packaging is 100% compostable, with tea bags in aroma proof cellophane envelopes. With its clean design and matte carton finish without outer plastic film, the packaging stands out in the shelf and clearly communicates the good and natural contents, and all was achieved with minimal packaging equipment adjustments.

Friggs has achieved several positive results with the new teas:

· New price point

· Better cost structure with new packager

· Innovative material choice – compostable bag envelopes

· High hit-rate in retail