Strategies

Cloetta’s main strategies focus on driving growth, cost-effectiveness and employee development.

Focus on driving growth

Brand development – consumer. Continuously enhance our brands with a focus on high quality and local tradition

  • International brand platforms and joint innovation across markets.
  • Fewer but bigger brands and activities.
  • Digital media as a communication platform.
  • Launch of products that contain less sugar or are sugar-free and free from artificial flavours and colours.
  • Sustainability programmes for the prioritized raw materials.

Customer and market development. Be #1 among snack and candy companies in brand and category development.

  • Available for purchase at all Munchy moments.

  • Superior shopper insight to become preferred supplier with all customers.

  • Develop the market’s best ”shop in shop” pick & mix concept.

  • Strengthen the brands in the stores through wide distribution and high visibility.

  • Excellent customer service.

  • e-commerce concepts as a way to support the customers.

New markets, initiatives and concepts. Widen and expand the product portfolio into new geographical markets.

• Strengthen and establish international market hubs for global development of The Jelly Bean Factory brand.
• Launch and acquire new products, concepts and brands in existing product categories in existing or closely related markets.

Focus on cost-efficiency.

Increase profitability and future investments.

• Integrate Candyking and insource production to create synergies.
• Continue the implementation of Lean 2020, which leads to increased efficiencies, lower costs and reduced energy consumption, waste and emissions.
• Minimize material costs through systematic value engineering and reduced waste, and indirect costs through value improvement.
• Greater efficiency in marketing activities.

Focus on the employees and organization.

Create the conditions for growth.

  • Zero tolerance for accidents.
  • Create a common agenda and a uniform way of working.
  • Create a winning culture.
  • Optimize Cloetta’s culture with support from ”Great Place to Work ” and Lean 2020.
  • Develop leaders and attract, develop and retain skilled and competent employees.
  • Strengthen the organization in brand and category development.

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