Fortified/Functional Packaged Food in Denmark

PROSPECTS

Updated legal framework shapes fortified/functional packaged food

Denmark has very strict rules regarding the sale and marketing of fortified/functional packaged food. A new law has come into effect, with a new list of fortified and functional foods that can be marketed without prior permission from the Danish Veterinary and Food Administration.

Age-specific nutrition recommendations shape sales of fortified/functional packaged food

As the general population ages, the focus is increasingly on age-specific nutrition. Several recommendations have been published highlighting the vitamins and minerals the older age group should include in their diet, as traditional foods do not contain them in the right amount.

The main fortified/functional ingredients remain unchanged

Protein remains the most popular added ingredient. Generally active Danes associate it with lean muscle building, and it is popular in bread and various dairy products.

COMPETITIVE LANDSCAPE

Public health researchers urge food producers to add D vitamins to their products

It is an interesting anomaly in Danish packaged food that, while indicators suggest that health-conscious Danes would welcome products with added vitamin D, sales of these products are rather insignificant. Several Danish companies have tried and failed with it.

Mondelez Danmark ApS monopolistically rules FF gum

The company has no real competitor in FF gum. At the same time, there is little opportunity for new players to enter, as growth rates are rather flat.

Kohberg Brød A/S receives negative media attention

The company’s protein enriched bread had to be taken off store shelves in January 2018, as there was a possibility that dangerous cooling fluid had come into contact with the bread during the production process. This can be issue for every company, but since health-conscious people are the main buyers of FF bread, the brand damage is even more significant.

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