Scandinavian Functional Foods Company to expand in Europe

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COPENHAGEN - Nutri Pharma, Scandinavia's leading producer of functional foods and beverages, based in Copenhagen, has devised a five-year development plan to expand across Europe. The first strand of the plan envisages establishing a network of local producers, while the second strand involves distribution through leading supermarkets and health-food stores in each country. The company is already in talks with Sainsbury's in the U.K., Ahold in the Netherlands, ICA in Scandinavia and Carrefour in France.

"Our strategy is to link up with leading bread makers in all major European markets. Once this is achieved we will examine distribution channels. We want to be on the shelves of the leading supermarkets, and health-food stores, in each country," says Nutri Pharma CEO Michael Oredsson.

Nutri Pharma produces bread-based products that contain Nutri Pharma's proprietary cholesterol-lowering product, AbacorR. Although growth in traditional bread has been static in Europe, value-added breads in the functional food category have grown by 68% in the past four years.

Copyright March 2001, Crain Communications Inc.

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