Photo: Damien Heinisch
100% distribution and 21% market share from the outset
Challenge – coming up with new ideas for new times
A group of farmers in Østfold county got together in 2001 to come up with some new ideas relating to traditional grain production. Norsk Matraps BA was set up in 2003 and launched the development of edible rapeseed for canola oil production. Qualitative surveys indicated that there was a great interest among consumers in edible oils, but their level of knowledge about and familiarity with them was low. The market was also keen to have a number of oils for different purposes. There were several imported oils among the canola oils, but there was little awareness on the market about the major difference between refined and cold-pressed canola oils.
Solution – pretty name and modern design
Product development and design development were carried out as an integrated process, based on results from focus groups. The first step involved finding a name. Odelia came out on top in the test. It conveyed associations with something authentic and Norwegian, as well as with quality and nature. The values of being fresh and modern provided the guidelines for design development. Even the bottle was developed to clearly stand out from its competitors, focusing on information about the product and its use. The Odelia range was launched in 2005, where a clear difference was made between the various oils, but based on a common design.
Result – a Norwegian farming success
Norwegian canola oil is in the process of catching up with the turnover achieved by olive oil, with Odelia being far and away the leading brand in its segment. 45% of people recognise or have heard of Odelia, while Odelia Steking for frying is the second biggest-selling edible oil overall. With Odelia as the driving force, canola oil has increased its share of the edible oils market from 4.4% in 2005 to 20.6% in 2009. With full distribution throughout the grocery sector, turnover has risen from 125,000 bottles in 2005 to 470,000 bottles in 2008. This marks an incredible rise of 270% since its launch in 2005. Thanks to product development and design, Odelia has struck gold in Norway's cornfields.
Category: Design management – branding – sales and communication