Strengthening the Market Leader

Idun is Norway´s Market-leader in mustard-sales and commissioned Grid Design to re-design their series of glass-jar mustards, re-launching in the autumn of 2010.

Several elements combined, have helped to increase this appeal. The Glass jar is softer and friendlier than before. The embossing of the Idun logo increases the feeling of quality and authenticity. The labels and seals have been modernised and the product name has been given a prouder, more dominant and active role. The mustard-strength scale helps consumers to quickly choose the correct mustard.

Sales figures show an 11.5% increase in revenue after re-launch, thus strengthening Iduns position as market leader and the dominant player in category-growth. Compared with estimates before the re-launch, this growth translated to a revenue increase of 22,5%.