Löfbergs's Kharisma keeps on increasing

Increasing sales. Month after month. For almost two years. Löfberg's introduction of Kharisma in Sweden has far exceeded all expectations. For the latest twelve-month period (March 2012-February 2013), the growth was a stunning 96 percent, which is more than twice as much as for other established products within the dark-roast segment.

Kharisma was introduced in May 2011, and ever since, the sales have increased continuously. According to Leif Sjöblom, marketing manager at Löfbergs, the success is mainly due to the fact that they early in the development process worked together with consumers to bring out a taste profile that attracts a lot of people. And Kharisma demonstrably does.

- Seven percent of the Swedish households have bought Kharisma, and half of them have become loyal consumers; that is, they are buying Kharisma over and over again. The number is really good for a category that is characterized by consumers who vary between a couple of different brands, and often buy what is on special offer, says Leif Sjöblom.

Susceptible and curious
Early on, social media was an obvious tool for Löfbergs in its communication with the consumers and was used to recruit people to a consumer panel. The participants got to do a blindfold taste test with different coffees, both in focus groups and in their homes. Feedback from the consumers, in combination with analyses of different market data, made it possible for Löfbergs to identify an available market position for Kharisma.

- By being susceptible and curious, we got help to find a taste blend that was to many people's taste, and that we then could market in an inviting way. This is a great delight for us as well as for the retailers and many consumers today, says Leif Sjöblom.

Source: Nielsen and GfK

For more information:
Leif Sjöblom, Marketing Manager, Löfbergs, +46 (0) 54-14 01 42
Kent Pettersson, Sales Director Retail, +46 (0) 54-14 01 43