Introduction
Strategic product concept creates category growth
The Danish supermarket chain føtex wanted to strengthen its position within organic products. The ambition led to a partnership with Tjele Gods, a 100% organic farm in the heart of Jutland, to develop a new brand.
Built around the product concept of “Purely Organic”, Tejle Gods has become a distinct brand that brings the farm’s philosophy to its product positioning, driving recognition and growth. It has already delivered strong commercial results, with the range being expanded even before the brand turns one year.