Norwegian grocery chains are bracing for a major product shakeup next week, with a near one-to-one exchange of items on shelves. New products are arriving as others are being discontinued, a consequence of limited shelf space and the cyclical nature of the Norwegian grocery market.
The changes extend to recognizable brands, with products featuring the likenesses of Norwegian sports stars Therese Johaug and Erling Haaland set to disappear – not the athletes themselves, but a Synnøve brunost (brown cheese) and a Hennig-Olsen ice pop, respectively. Here’s part of a broader cull affecting major players like Diplom-Is, Hennig-Olsen, Tine, Grandiosa, Stabburet, Toro, Gilde, Freia, and Nidar, among others.
The practice of regularly rotating products is a feature of the Norwegian grocery landscape, occurring three times a year in what are known as “launch windows.” While beneficial for the industry, experts suggest it’s not necessarily in the consumer’s best interest.
“It’s very practical for the industry and for trade to do it this way, but for us consumers, it’s quite crazy,” says grocery expert Odd Gisholt. He questions the amount of money spent on product development and marketing, arguing that consumers ultimately bear the cost.
Among the products being removed are two Grandiosa Deluxe pizzas (pepperoni and chicken) and a Peppes variant (ham with four cheeses). However, Grandiosa is also re-releasing its Mozzarella and Meatball with Onion pizzas with updated recipes. Peppes is introducing Snackpizza Hot Kebab and Philly Cheesesteak.
Orkla, Grandiosa’s parent company, explains the changes as a result of sales performance. “For these products, we are not satisfied with the sales and want to concentrate on our other products,” says communications manager Kristoffer Barbøl Vikebak.
The changes aren’t limited to frozen foods, and snacks. Diplom-Is is discontinuing some Royal varieties and the classic Gigant ice cream (though a Gigant with salt caramel is being introduced as a replacement). Hennig-Olsen is phasing out the Haaland-branded ice pop, explaining it was a limited-edition product tied to the company’s 100th anniversary in 2024.
The dairy aisle is also seeing significant movement, with a focus on protein-enriched products. Synnøve Finden is launching a yogurt boasting 35 grams of protein per serving, directly challenging Tine’s market leadership. Synnøve is also discontinuing its Therese Johaug-branded brunost, citing it as a limited-time collaboration, and replacing it with a cardamom-flavored version. Norvegia Natural Protein Rich, Philadelphia with milk chocolate and Spanish paprika, and Kremgo Pepper are also being removed.
Beverage options are also being adjusted. Solo Super Tropical (0.5L), Farris Bris strawberry-kiwi, and two Battery flavors are being discontinued. New additions include caffeine-free Pepsi Max in 0.5L and 1.5L bottles, Solo Super Red Orange, and Farris Bris raspberry-lemonade. Fun Light is also launching a sugar-free cordial.
Gisholt emphasizes the competitive nature of the Norwegian grocery market, where manufacturers constantly vie for shelf space. He describes the practice as “line extension,” where companies release numerous variations of existing products to limit the space available for competitors. “Especially large suppliers with a lot of power try to do this,” he explains.
Several long-standing products remain on shelves, including Hansa Pilsner &. Bayer (dating back to around 1890), Farris (1907), Sætre Gullvafler (1912), Melange (1919), Kavli BaconOst (1924), Idun Eddik (1932), Solegg (1934), Solo (1934), Stratos (1936), Vossafår (1938), Troika (1939), Stabburet Liver Pate (1949), Mills Mayonnaise (1951), Mills Caviar (1952), Båtis & Kroneis (1960s), Soft Flora (1966), Original Sea Salt (Sørlandschips, 1990s), Gulost (Synnøve Finden, 1996), and Vita Hjertego’ (Mills, 1997).
The constant churn of products reflects a dynamic, and potentially costly, system for Norwegian consumers. While the launch windows benefit industry players, the frequent changes and associated marketing expenses ultimately translate to higher prices at the checkout.
