Cloetta has signed a letter of intent with Coop Sweden to provide a brand new Pick & Mix concept, under which it will be responsible for product range, racks, merchandising in Coop’s stores.
Under the deal, Cloetta will also deliver a Pick & Mix concept for natural snacks including, for example nuts. A final agreement with Coop is expected to be signed during the third quarter of 2014.
Cloetta CEO Bengt Baron said, "Cloetta will create a brand new Pick & Mix concept for Coop. Utilizing our wide range of products from several markets complemented with external classic products, we can provide Coops customers a very attractive range of products.
"With the new Pick & Mix concept, we are expanding our offerings within Munchy Moments and contribute to profitable growth " Baron added.
Currently, Cloetta has no own Pick & Mix concept in Sweden, but has implemented its own Pick & Mix concept, Karkkikatu, in Finland for several years. Outside Finland, Cloetta has previously primarily acted as a supplier to the different Pick & Mix concepts operated by other companies or by the trade.
Pick & Mix is estimated to account for about 30% of the total volume in the Swedish confectionery market.
