Probi® strengthens its brand position and expands in the Nordics

Barely a year after Probi AB took full ownership of the entire value chain for the Probi brand’s consumer products, the brand is now expanding to Denmark through the Matas retail chain. At the same time, Probi is developing its strong brand position by starting a strategic collaboration with the advertising agency Silver.

With its high brand recognition, Probi is the market leader in the category “dietary supplements with lactic acid bacteria” on the Swedish market. The products are mainly sold via pharmacies, both in physical stores and online. Probi is already present on the Norwegian and Icelandic markets.

The new sales and marketing organization that Probi AB established just under a year ago is working to create the right conditions for the brand to be able to expand further in the Nordic market and deliver strong growth in 2024. During the spring, Danish consumers will now also be offered Probi’s products via Matas´ e-commerce platform.

“We are very happy to enter the Danish market by starting a commercial collaboration with the well-known retail chain Matas” says Joakim Dahlgren Hagstedt, Sales Manager B2C, Probi AB.

At the same time, the focus is to strengthen Probi’s brand strategy with a new brand identity and communication together with building a strong product portfolio to ensure that Probi has a relevant and attractive offer on the entire Nordic market. To implement this, a strategic collaboration has been started together with the strategy- and design agency Silver.

“Together with Silver, we want to take Probi to the next level in the entire Nordic market – both in terms of packaging design and communication expression. By further developing the brand, we will strengthen our category leadership and continue to grow by entering new markets” says Alexia Wilhelmsson, Marketing Manager B2C, Probi AB.