Annual and sustainability report 2017
Annual and sustainability report 2017 Contents
This is Cloetta Highlights of 2016 1 Words from the President 2
Goals and strategies Long-term financial targets 4 Long-term sustainability targets 5 New strategic priorities for 2017 and 2018 6 Cloetta’s value chain 8 Cloetta’s sustainability commitment 10
The confectionery market 11 Market strategies for growth 13 Category and brand development 14 Strategic product development 19 New markets, initiatives and concepts 22 Consumer well-being 24 Cloetta’s leading brands 26
Cloetta’s main markets 30 Supply chain 37 Factories 42 Reduced environmental impact 44 Raw material costs 46 Sustainable sourcing 48
Employees 51 Share and shareholders 56 Financial performance 62 Net sales and profit 62 Financial position 65 Comments on the cash flow statement 67 Future outlook. Environmental impact and 68 environmental management, Sustainability report
Risks and risk management 69 Letter from the Chairman 73 Corporate governance report 74 Remuneration to the Group Management Team 80 Internal control over financial reporting 82 Board of Directors 84 Group Management Team 86
Financial information, contents 88 Consolidated profit and loss account 89 Consolidated statement of comprehensive income 90 Consolidated balance sheet 91 Annual and sustainability report Consolidated statement of changes in equity 92 Consolidated cash flow statement 93 2017 Notes to the consolidated financial statements 94 Parent Company financial statements and notes 129 Proposed appropriation of earnings 139 Auditor’s report 140 Ten-year overview 143 Key ratios 144 The audited annual report for Cloetta AB (publ) 556308-8144 consists of Reconciliation of alternative performance measures 145 the administration report and the accompanying financial statements on Definitions and glossary 147 pages 1–4 and 62–139. The sustainability report consists of pages 1–10, 37-40, 44–55, 71, and 149–156. Sustainability 149 The annual report is published in Swedish and English. Core values 149 The Swedish version is the original. Long-term sustainability 150 As a result of the sale of Cloetta S.r.l. on 5 September 2017, the divestment of Cloetta Stakeholders and materiality issues 152 Italia S.r.l. has been accounted for as discontinued operation. The comparative GRI-index 154 figures in the consolidated profit and loss account and the profit and loss account related disclosure notes have been restated to present the discontinued operation Auditor’s limited assurance report on sustainability report 157 separately from continuing operations. The comparative figures in the consolidated statement of comprehensive income, consolidated balance sheet, consolidated History 158 statement of changes in equity, consolidated cash flow statement and the hereto Shareholder information 161 related disclosure notes have not been restated. Cloetta – a leading confectionery company in the Nordic region and the Netherlands
SALES IN FOUNDED IN
1862 2,467 50 LEADING EMPLOYEES COUNTRIES BRANDS
ANNUAL SALES 8 SEK 5.8 BILLION CHOCOLATE CANDY
PASTILLES CHEWING GUM PICK & MIX NUTS
VISION MISSION To be the most To bring a smile to your The vision, together admired satisfier of Munchy Moments with the goals and Munchy Moments strategies, expresses Cloetta’s business concept Cloetta’s strengths • Strong brands and market positions. • Excellent availability in stores enabled by a strong and effective sales and distribution organization. • Good consumer recognition and loyalty. • Innovative product and package development. • Efficient production with high and consistent quality.
Cloetta’s net sales Cloetta’s net sales by category by country Other 8% q Sweden Candy UK 5% u t Other 2% q 34% t Germany 5% u Nuts 4% u 58% Nordic Other countries Chewing gum 7% u The Netherlands 32 % 68 % 14% u Pastilles 12% u Norway 6% u p Finland Chocolate 17% p Denmark p 21% 7%
Categories where Cloetta is among the market leaders
Sweden Norway Denmark The Netherlands Finland Candy Pastilles Pastilles Pastilles Pastilles Chocolate countlines Candy Candy Candy Chewing gum Pastilles Pick & mix Pick & mix Chewing gum Candy Chocolate bags Pick & mix Pick & mix Cloetta
Annual and sustainability report The year in brief Q1 Q2 Q3 Q4
• Strategic review of Cloetta • Acquisition of Candyking is • Marcel Mensink is ap- • Cloetta’s Scandinavian 2017 Italy is announced. completed. pointed as new President management to be divided into • Henri de Sauvage-Nolting • Dividend of SEK 0.75 per Operations. two roles, President Cloetta takes his seat as new share is paid, representing • Annual Report comes top in Sweden and President President and CEO. 53 per cent of net profit before Reportwatch competition, Cloetta Denmark & Norway. impairment. • Acquisition of Candyking is food and beverage category. • Cloetta’s Head Office moves to announced. • Divestment of Cloetta Italy • Cloetta receives best corpo- Solna. is announced. rate website award. • The Board proposes an ordi- • A fire at the factory in • Divestment of Cloetta Italy nary dividend of SEK 0.75 per Turnhout, Belgium, destroys is completed. share and a special dividend one production line. of SEK 0.75 per share, in total corresponding to SEK 1.50 per share.
Examples of new launches
Cash flow from Net sales operating activities Operating profit, adjusted SEKm SEKm SEKm 2,000 500 250
400 200 1,500
300 150 1,000 200 100
500 100 50
0 0 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 n 20161 n 2017 n 2016 n 2017 n 20161 n 2017 Key ratios
SEKm 2017 20161 2015 2014 2013
Net sales 5,784 5,107 5,674 5,313 4,893 Operating profit (EBIT), adjusted 604 695 690 632 585 Operating profit margin (EBIT margin), adjusted % 10.4 13.6 12.2 11.9 12.0 Operating profit (EBIT) 527 635 671 577 418 Operating profit margin (EBIT margin), % 9.1 12.4 11.8 10.9 8.5 Profit/loss before tax 443 469 493 338 210 Profit/loss for the period –97 –191 386 242 264 Profit/loss for the period excluding impact of impairment loss discontinued operation including corporate income tax effects and other items affecting comparability 402 403 386 242 264 Earnings per share, basic and diluted, SEK –0.34 –0.67 1.35 0.84 0.92 Earnings per share, basic and diluted excluding impact of impairment loss discontinued operation including tax effects and other items affecting comparability, SEK 1.40 1.41 1.35 0.84 0.92 Net debt/EBITDA, x 2.39 2.44 3.03 3.97 4.19 Cash flow from operating activities 712 889 927 500 131
1) Comparative figures for profit and loss account items have been restated for discontinued operation, read more on page 89. For definitions, see page 147.
The year in brief 1 Cloetta
Annual and sustainability report
A year of change Acquisition of Candyking and
2017 2017 divestment of Cloetta Italy
2017 was a year of change for Cloetta. The acquisition of Candyking and the divestment of Cloetta Italy changed the Group’s structure significantly. This increases our focus on profitable growth in the Northern and Western European markets. At the same time, synergies are created from the acquisition of Candyking.
Net sales for the year rose by SEK 677m to The long-standing challenging business volatile since it is based on major customer SEK 5,784m (5,107) compared to last year. development in our Italian operations also contracts with different maturities. During Organic growth was –1.2 per cent. Operating forced us to recognize an impairment loss in 2017, however, we succeeded in renewing profit, adjusted for items affecting compara- Cloetta Italy. Since the impairment is non- almost all existing Candyking contracts for bility, amounted to SEK 604m (695). cash it has not affected our ability to issue future years. This proves the strength of the share dividends or make acquisitions. The Candyking concept. Stable cash flow and proceeds from the divestment have instead on-target net debt/EBITDA ratio enabled the Board to propose a special Strategic initiatives support Cloetta has a stable cash flow and the dividend. profitable growth decrease we saw in 2017 was mainly due The confectionery market is characterized to a lower operating profit and higher tax Acquisition of Candyking by stability. Admittedly growth in Europe payments related to a tax settlement in Italy. creates synergies is relatively small and individual markets In addition, the comparative figure for 2016 In April, Cloetta acquired Candyking, a can show reduced sales in a single month or contains the divested Italian business. leading concept supplier of pick & mix candy quarter, but over time annual growth in the It is gratifying that Cloetta, for the second in the Nordic countries and the UK. This confectionery market is normally 1 – 2 per consecutive year, has a net debt/EBITDA acquisition has strengthened our position cent. Despite this, Cloetta has not managed ratio in line with our target. This means that within pick & mix at the same time as we to fully grow in line with the market in recent we no longer need to lower our debt but can create substantial synergies. years. We have therefore started a number focus on potential acquisitions and continued Pick & mix candy is a growing category of strategic initiatives that will contribute to share dividends. In view of the profit for the in many countries and with this acquisition profitable growth. year, the Board proposes an unchanged ordi- Cloetta notably strengthens its positions in My key focus for Cloetta is to improve our nary dividend of SEK 0.75 (0.750) per share. Denmark, Norway and the UK. Our aim is to competitiveness, thereby driving profitable In addition, the Board proposes a special develop Candyking’s brand and product offer- growth in our main markets and selected dividend of SEK 0.75 per share as a result of ing and thereby offer an even more attractive international markets. We will do this by im- the divestment of Cloetta Italy. customer and consumer experience. proving the competitive power of our brands, Synergies will be created from the acqui- improving our ability in partnership with our Divestment of Cloetta Italy sition by insourcing production and reducing customers to expand our categories, as well as Economic development in Italy has been weak costs. Synergies will be gradually realized improving our performance culture and our for several years, resulting in lower sales and with the majority in 2018 and 2019. Based cost culture. earnings for Cloetta Italy. In order to focus on current volume development, we have The means that we must more on the Northern and Western European identified synergies from Candyking of • have clearer category and brand plans and markets, we have therefore sold our opera- SEK 100m on an annual basis starting in improve our working methods when we tions to Katjes International. 2020. The pick & mix business, however, is develop, launch and sell our products,
2 Words from the President Cloetta
Annual and sustainability report
“Despite the challenges we faced during the year, Cloetta stands on a firm foundation.
” 2017
We therefore need to increase our focus on energy efficiency since this is good both for our environment and our economy. Our sustainability report (included in this annual report) has been reviewed by the auditing firm KPMG. Since it is our ambition to meet international standards, our sus- tainability report is prepared in accordance with the Global Reporting Initiative (GRI) guidelines.
A challenging year 2017 was not just a year of change it also brought its challenges. The fire in June at a production line in our factory in Belgium created restrictions in production capacity, resulting in lower volumes, higher production costs and also lost sales. Our organic sales also decreased during the year, mainly due to specific challenges in a couple of markets. At the same time, operating profit also decreased. • offer consumers a choice which means that reduced environmental impact and sustain- I am naturally not satisfied with devel- they can choose with sugar, with less sugar able sourcing. Action plans, targets and key opment during 2017 and we as a company or sugar-free, performance indicators are in place for all must therefore focus even more on driving profitable growth. • be more effective in our marketing and prioritized areas. over time increase our brand investments Cloetta is a member of the UN Global Cloetta is stable while providing leading-edge support to Compact and supports its 10 principles. These Despite the challenges we faced during the our customers with their online sales of our are also incorporated into Cloetta’s Code of year, Cloetta stands on a firm foundation. We products, Conduct and thus provide a solid foundation for our sustainability work. have some of the market’s strongest brands • reduce our cost base both in order to In the area of sustainable sourcing, and leading market positions. We have one of increase profitability and to be able to Cloetta has prioritized a number of raw the best sales and distribution organizations finance new brand investments, materials. All cocoa and chocolate that we in our main markets. We have experienced, • integrate Candyking to create substantial purchase is UTZ certified. We have now also skilled and dedicated employees who are synergies and thereby increased profitabil- removed palm oil as a glazing agent in the proud of our company and our products. And ity, majority of our products. For the few products we have a profitable business, which generates • continue our Lean2020 programme among that still contain palm oil, we have started a stable cash flow that can be used for both other things to increase capacity for in- switching to segregated palm oil which im- acquisitions and dividends. sourcing from Candyking as well as reducing proves traceability. In 2018 we are also start- I therefore feel confident in the knowl- production costs. ing a programme for sustainable shea butter. edge that we have the foundation we need to Cloetta’s long-term environmental goals further develop and improve Cloetta. This Enhanced sustainability work extend until 2020. Following a steady im- is for the benefit of customers, consumers, Cloetta’s aim is to build long-term sustaina- provement in our environmental key perfor- shareholders and employees. ble values by growing as a company while at mance indicators in recent years, the picture the same time ensuring that the impact on in 2017 is more mixed. Carbon dioxide emis- Stockholm, March 2018 both people and the environment is positive. sions per produced kilogram decreased and Cloetta’s sustainability commitment has our recovery rate increased, while our total Henri de Sauvage-Nolting three components: greater well-being, energy consumption was largely unchanged. President and CEO
Words from the President 3 Cloetta
Annual and sustainability report Long-term financial targets
2017 2017
Organic sales growth EBIT margin Net debt Cloetta’s long-term target is to Cloetta’s target is an EBIT margin, Cloetta’s long-term target is a increase organic sales at least adjusted, of at least 14 per cent. net debt/EBITDA ratio of 2.5x. in line with market growth.
Sales EBIT and margin, adjusted Net debt/EBITDA SEKm SEKm % SEKm 6,000 800 14 3,500
700 12 5,000 3,000 600 10 2,500 4.19 4,000 500 3.97 8 2 000 3,000 400 6 1,500 300 3.03 2,000 4 200 1,000 1,000 2 2.44 100 500 2.39 0 0 0 0 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017
nn EBIT, adjusted EBIT margin, adjusted, % nn Net debt, SEKm Net debt/EBITDA, x
Comment on the year’s outcome Comment on the year’s outcome Comment on the year’s outcome Historically, total annual growth in the The EBIT-margin, adjusted, decreased Cloetta met the long-term target for net markets where Cloetta is active has been during the year, mainly due to the acqui- debt in 2017 for the second year in a row. around 1–2 per cent. In 2017 organic sition of Candyking, which before syn- Net debt/EBITDA reached 2.39x, which growth accounted for –1.2 per cent, ergies had substantially lower margins, is slightly better than the target of 2.5x. mainly due to specific challenges in a few but also due to lower production volumes markets. and sales.
Comment on the year’s outcome Dividend policy Cloetta met its long-term target of a net debt/EBITDA ratio of around 2.5x for the second year in row. Due to a decreased profit compared to the previous year, the Cloetta’s long-term intention Board of Directors proposes an unchanged dividend of SEK 0.75 per share for 2017, is to have a dividend payout which corresponds to 54 per cent of the profit for the period excluding impact of ratio of 40–60 per cent of profit impairment loss discontinued operation including income tax effects and other items after tax. affecting comparability. In addition, the Board of Directors, due to the consideration from the divestment of Cloetta Italy, is proposing a special dividend of SEK 0.75 per share.
4 Goals and strategies Cloetta
Annual and sustainability report Long-term sustainability targets
Reduced environmental Greater well-being Sustainable sourcing impact
Employees Energy consumption Responsibility for raw material
Cloetta has zero tolerance for occupational Energy consumption per produced tonne producers 2017 accidents. The target for 2017 was achieved to be reduced by 5 per cent by 2020. • Sustainability programmes will be imple- after more focused working methods. mented for all prioritized raw materials. Energy consumption • By 2020 at the latest, Cloetta’s suppliers Days between occupational accidents MWh/prod. tonne Goal 2020 (number of days between accidents leading to <1.82 of oils and fats shall have a fully traceable >1 day of absence) 2.0 Days pipeline of palm oil fractions back to 30 Goal 2017 known plantations. >24.3 1.5 • 100 per cent of all cocoa and chocolate 25 purchased by Cloetta must be UTZ- certified. 20 1.0 • From July 2018 and onwards, Cloetta 15 will only source sustainable shea butter 0.5 according to the AAK programme, see 10 page 50. Comments on the year’s outcome 5 0.0 2014 2015 2016 2017 • Sustainability programmes have been implemented for cocoa and palm oil. For 0 Waste 2013 2014 2015 2016 2017 shea butter, Cloetta has decided to switch The volume of waste per produced kg to to sustainable shea butter which will In 2017 LTA reached 26.1 days on average be reduced by 25 per cent by 2020. be implemented in 2018. Sustainability between LTAs compared to 16.6 days in Waste programmes for cane sugar, cashew nuts 2016. Kg/prod. kg and gum arabic will be in place by 2020 Great Place to Work – the goal is an 80 Goal 2020 <49.3 at the latest. improved Trust Index compared to the 70 • 100 per cent of the cocoa purchases are previous survey. 60 UTZ-certified.
50 • Cloetta started to remove most of the palm oil from glazing agents at the end 40 of 2017. This means that the majority 30 of Cloetta’s products are palm oil free. 20 Cloetta’s range of chocolate and fudge products still contain palm oil but during 10 LESS SUGAR & the year Cloetta started switching to 0 segregated palm oil in accordance with 2014 2015 2016 2017 SUGAR-FREE RSPO principles. Certification according Consumers – Carbon dioxide emissions to this standard will take place in 2018.
Less sugar/sugar-free CO2 emissions from production per Have a sugar-free alternative for all produced kg to be reduced Cloetta’s key brands by 2020. Carbon dioxide emissions Kg/prod. kg 0.35 Goal 2020 Sustainability <0.25 0.30 programs developed for cocoa, palm and 0.25 shea butter NAFNAC 0.20 No Artificial Flavours & 0.15 No Artificial Colours By 2020 0.10 No artificial colours or flavours sustainability Cloetta is committed to increasing the 0.05 programs in place share of natural ingredients. Cloetta’s 0.00 for prioritized product portfolio will contain no artifi- 2014 2015 2016 2017 materials cial flavours and no artificial colours by Energy consumption and waste decreased in absolute numbers but the targets were not met 2019. due to lower production volumes.
Goals and strategies 5 Cloetta
Annual and sustainability report
New strategic priorities
2017 2017 for 2017 and 2018
Focus on driving growth
Brand development – Customer and market New markets, initiatives consumer development and concepts Continuously enhance our Be #1 among snack and candy Widen and expand the product brands with a focus on high companies in brand and category portfolio into new geographical quality and local tradition. development. markets.
• Develop international brand plat- • Be available for purchase at all • Strengthen and establish internation- forms and joint innovation across Munchy moments. al market hubs for global development markets. • Build superior shopper insight to of The Jelly Bean Factory brand. • Focus on fewer but bigger brands and become preferred supplier with all • Launch and acquire new products, activities. customers. concepts and brands in existing prod- • Use digital media as a communication • Develop the market’s best ”shop in uct categories in existing or closely platform. shop” pick & mix concept. related markets. • Drive “Choice for you” for the launch • Strengthen the brands in the stores of products that contain less sugar or through wide distribution and high are sugar-free and free from artificial visibility. flavours and colours. • Maintain excellent customer service. • Develop sustainability programmes • Develop e-commerce concepts as a for the prioritized raw materials. way to support the customers.
6 Goals and strategies Cloetta
Annual and sustainability report
2017 2017
Focus on Focus on the employees cost-efficiency and organization
Increase profitability and Create the conditions future investments for growth
• Integrate Candyking and insource • Zero tolerance for accidents. production to create synergies. • Create a common agenda and a uni- • Continue the implementation of form way of working. Lean 2020, which leads to increased • Create a winning culture. efficiencies, lower costs and reduced • Optimize Cloetta’s culture with sup- energy consumption, waste and port from ”Great Place to Work ” and emissions. Lean 2020. • Minimize material costs through • Develop leaders and attract, develop systematic value engineering and and retain skilled and competent reduced waste, and indirect costs employees. through value improvement. • Strengthen the organization in brand • Greater efficiency in marketing and category development. activities.
Goals and strategies 7 Cloetta
Annual and sustainability report Cloetta’s value chain
Cloetta’s ambition for creating value is «To bring a smile to your Munchy Moments».
Through innovative product development, efficient purchasing and high-quality 2017 2017 production, as well as good relations with the retail trade and marketing that strengthens the brands, Cloetta creates economic value. At the same time, Cloetta strives to have a positive impact on people and the environment.
Product development Purchasing Production
Value creation • Product development is based on • Cloetta’s total purchasing costs • Cloetta had 2,467 employees during a combination of customer- and amounted to SEK 3,873m, of which 2017 and total personnel costs consumer-driven needs/preferences, SEK 2,575m refers to raw materials amounted to SEK 1,152m. innovation and opportunities in the and consumables. Of these, packaging • Cloetta’s 8 factories had 1,580 existing production network. materials are the largest cost item and employees. account for around 22 per cent. The • During the year, Cloetta produced three main raw materials in terms of 95.6 thousand tonnes of candy, choco- purchasing costs are sugar, cocoa and late, chewing gum, pastilles and nuts. milk powder. Sustainable corporate responsibility
• For several years Cloetta has conduct- • Suppliers to Cloetta’s production Environment ed a long-term programme, NAFNAC are subject to an approval process in • Development of more energy-efficient which both product safety and corpo- (No Artificial Flavours, No Artificial processes and lower CO2 emissions is Colours) aimed at offering a portfolio rate responsibility are evaluated. continually underway. of products that contain only natural • Cloetta promotes sustainable produc- • Waste is sent to material recycling and flavours and colours. tion of prioritized materials: cocoa, energy recovery. • Cloetta is pursuing a project to palm oil, cane sugar and shea butter, • Systematic environmental manage- systematically develop alternative read more on pages 48–50. ment is a natural part of processes in all products that have lower sugar or are factories. sugar-free for the major brands. With- Occupational Health in the “Choice for you” strategy, Red and Safety (OHS) Band in the Netherlands launched • Focus on personal safety. vegetarian, sugar-free and less sugar alternatives during the year. • OHS activities with systematic monitoring are part of the daily follow-up. Sustainability Product Safety programs developed • Product safety system in place in all for cocoa, palm and factories. shea butter • The factories focus on measures to prevent serious product complaints. Read more on page 40.
LESS SUGAR & SUGAR-FREE
8 Goals and strategies Cloetta
Annual and sustainability report
2017 2017
Repayment of borrowings
Customers Consumers
• Total net sales amounted to • Cloetta satisfies Munchy Moments. SEK 5,784m. Cloetta’s largest • Feedback about complaints and customer category is the grocery viewpoints. retail trade. The service trade is also a very important customer group. Profit for the year was SEK 402m excluding impact of impairment loss in discontinued operation including income tax effects and other items affecting comparabil- ity. Including items affecting comparability, profit amounted to SEK –97m.
• In general, the customers require • Products of a high quality BRC or ISO certification. are marketed responsibly. • Unnecessary transport packaging is • Offer consumers a wide range of natu- Shareholders avoided and transports are optimized. ral products. A certain share of non-restricted equity is All packaging can be sorted at source. • Programmes to promote sustainable distributed to Cloetta’s shareholders in the packaging. form of dividends, after the operations have been provided with the capital necessary for development. For 2017 the Board has proposed an ordinary dividend of SEK 0.75 per share, which corresponds to 54 per cent of the profit for the period excluding impact Distributed value* of impairment loss discontinued operation Creditors, financial partners 1% qqShareholders 4% including income tax effects and other items Income tax u affecting comparability and a special dividend 4% Employees of SEK 0.75 per share, equal to a total of SEK t 21% Generated 433m, to be paid in 2018. In 2017, SEK 216m value was distributed to the shareholders. Other suppliers u SEK 23% Suppliers of raw 5,790m materials and consumables t 47% Cloetta’s Code of Conduct is the basis for all relation- * Excluding amortization/depreciation, loss in discontinued operation and loss for the year and including paid dividends and net financial items, total SEK 5,531m. ships within and outside the company Economic impact Production and sales of Cloetta’s products generate economic values that benefit the stakeholders.
Goals and strategies 9 Cloetta
Annual and sustainability report
2017 2017
Cloetta’s sustainability commitment
Cloetta’s overall goal for corporate responsibility is to build sustainable long-term value. For Cloetta, sustainable value is about growing as a company while at the same time ensuring that the people and environments that are affected by Cloetta’s operations or products are positively impacted.
GREATER GREATER REDUCED SUSTAINABLE WELL-BEING WELL-BEING ENVIRONMENTAL SOURCING EMPLOYEES CONSUMERS IMPACT Employee well-being is guaran- Consumer well-being is ensured Environmental impact from Cloetta complies with the ten teed through an attractive and through high and consistent Cloetta's factories to be reduced. principles of the UN Global
safe working environment in quality and sustainable product Focus on Energy, CO2 and Waste. Compact. accordance with the UN Global development, with a greater Compact. share of natural raw materials More environmentally friendly Key suppliers to be approved and less sugar or sugar-free and sustainable packaging to be from a sustainability perspective. products. developed. Sustainability programmes are in place for prioritized raw materi- als from developing countries.
Cloetta’s sustainability commitment func- Cloetta’s work with corporate respon- sustainability report in accordance with tions as the road map for building long-term sibility is governed by the Code of Conduct the Swedish Annual Accounts Act chapter 6, sustainable value. Based on stakeholder and the four Cloetta values Focus, Passion, consists of pages 1–10, 37–40, 44–55, 71, dialogues and a materiality analysis, Cloetta Teamplay and Pride. 149–156. The GRI Index is on pages 154–155. has identified four areas which are of key The Sustainability section on pages 149–153 importance for Cloetta to fuel sustainable Sustainability reporting describes the basis for sustainability work in growth. For all four areas, long-term goals Cloetta’s integrated annual and sustainability more detail as well as how this is governed have been identified and matched with clear report is prepared according to GRI G4 Core and organized. How Cloetta has defined action programmes and follow-up systems. level standards. The reviewed sustainability materiality issues is also described here. report which is equivalent to the statutory
10 Goals and strategies Cloetta
Annual and sustainability report The confectionery market
The confectionery market is traditionally divided into candy, chocolate, pastilles and chewing gum. Cloetta is active in all these categories, as well as nuts.
Cloetta’s main markets are Sweden, Finland, Haribo, and Lindt & Sprüngli. However, in consumption of chocolate, but significantly
Norway, Denmark, the Netherlands, the UK the local markets these meet tough opposi- higher consumption of candy than the rest 2017 and Germany. The total market for confec- tion from players with locally established of Europe. tionery in Cloetta’s main markets amounts brands such as Cloetta, Fazer, Orkla and to approximately SEK 225bn. The markets Toms. No player has a strong position across Pick & mix where Cloetta is active account for around all European markets. The pick & mix category has a very strong 58 per cent of Western Europe’s total confec- Consolidation of the confectionery in- position in the Nordic countries and ac- tionery consumption. dustry is taking place gradually. The industry counts for a high share of total confectionery as such has a long history and the rate of consumption, while consumption of pick & Mature market technological change is low. mix is considerably lower in Central Europe The confectionery market is relatively where packaged candy and chocolate have insensitive to economic fluctuations and The nut market a stronger position. In Sweden, pick & mix shows stable growth that is driven primarily Since 2014, Cloetta is also active in the nut accounts for 30 per cent of the total confec- by population trends and price increases. market following the acquisition of Nutisal. tionery market, while in the other Nordic Market recessions are affecting Cloetta The total market is worth around SEK 5bn countries it accounts for 5–15 per cent. Pick mainly through general price pressure from in the Nordic region and is growing by 3–5 & mix candy as a market is growing faster the retail trade and increased competition per cent annually. The retail trade’s private than packaged products in most Nordic from the trade’s own private labels. However, labels account for around one third of the countries. private labels account for a relatively small total market. share of confectionery compared to other Traditional sales channels grocery products. Consumption patterns Cloetta’s foremost sales channels in all Because growth takes places almost ex- Confectionery is one of the most impulse- markets are the grocery retail trade and clusively through the development of existing driven categories in the retail trade. With the service trade. strong confectionery brands, the continuous over 80 per cent of purchasing decisions made The grocery retail trade has undergone launch of new flavours and products is a key at the point of sale, brand, availability and extensive consolidation and restructuring success factor. product placement are significant success over the past ten years, and the number of In terms of value, candy accounts for factors. stores has decreased at the same time that around 24 per cent, chocolate for around 54 The European confectionery market is floor space per store has grown larger. Con- per cent, pastilles for around 13 per cent and characterized by strong consumer loyalty to centration in the grocery trade is high in the chewing gum for around 9 per cent of the total local brands. The main aspects when buying majority of European markets, which means market in Cloetta’s home markets. are brand, flavour, quality and curiosity about that the channel can place high demands on new products. its suppliers. At the same time, as a leading Competitive market Consumption patterns and taste pref- supplier Cloetta has the opportunity to de- The global market for confectionery is domi- erences vary between the different markets. velop partnerships that benefit both parties. nated by international companies like Mars/ Compared to the rest of Europe, for example, Strong brands and high-quality products that Wrigley, Mondelez, Nestlé, Ferrero, Perfetti, the Nordic region has lower per capita are attractively priced and can be effectively
Confectionery consumption Market size, by region, Market development per capita Cloetta’s main markets, 2016 in Cloetta’s main markets, 20161 Kg per person in 2016 SEK billion EURm 20 100 4,000
3,500 80 15 3,000
60 2,500
10 2,000 40 1,500
5 1,000 20 500 0 0 Norway 0 SwedenDenmark Finland NetherlandsUK Germany GermanyUK SwedenNetherlandsNorwayDenmarkFinland 2002 2006 2012 2016 u Chocolate u Candy u Pastilles u Chewing gum
1) Includes Sweden, Finland, Norway, Denmark, The graph refers to candy and chocolate in u Chocolate u Chewing gum the Netherlands, Germany and the UK. the countries where Cloetta is active. u Candy incl. pastilles Source: Datamonitor and Mintel Source: Mintel Source: Mintel
The confectionery market 11 Cloetta
Annual and sustainability report Cloetta’s sales channels
Grocery retail trade Service trade Other sales channels
Increasingly fewer and larger stores, Generous opening hours, centrally located These include movie theatres, building which is leading to greater efficiency and in the form of convenience stores, but also supply stores, airports and arenas. This strength. Typically covered by central filling stations. An increasingly wide range channel often requires support in develop- agreements at the national level. of snack alternatives. ing its confectionery sales. The e-com-
2017 2017 merce sales channel is growing rapidly, although still at a relatively low level compared to other consumer goods.
Pantone 485 (Red) 100m 100y
Pantone 116 (Yellow) 15m 100y
Pantone 301 (Blue)
displayed and marketed are therefore of One key success factor is to develop dif- computers. Similar figures are seen in media major importance. ferent packaging solutions to help customers (advertising), where more than 50 per cent A large share of everyday consumption of in the different channels display the products. of all advertising is already digital (Social, confectionery has traditionally taken place Display & Search). via the service trade, i.e. filling stations and E-commerce The fast-moving consumer goods indus- convenience stores, kiosks, etc. Over the past E-commerce is continuing to grow globally try has taken several initiatives to strengthen decade, confectionery sales to the service in all types of industries, including food its e-commerce presence. Unilever has trade have decreased, primarily due to fewer products and confectionery. Historically, the acquired Dollar Shave Club (shaving prod- filling stations, but also because the service consumer goods industry has not been a lead- ucts for consumers) and Wal-Mart has both trade has developed its own snack alterna- er in the e-commerce segment, but forecasts acquired JET.com (an online discount plat- tives that compete with confectionery. indicate that half of the growth in the next five form, including confectionery) and increased years will be driven by online sales. Research its holding in JD.com, a major Chinese online New sales channels shows that in 60 countries, 17–30 per cent of retailer that also offers food products. Alibaba Because availability and a strong brand are consumers are already buying groceries on- (China e-commerce platform) has acquired two key factors for impulse-driven purchases, line and over 50 per cent say they are willing a stake in a big Chinese offline retailer. In Cloetta continuously evaluates new types of to do so in the near future. addition, the American e-commerce platform sales channels to ensure availability where The UK is the most mature market in Amazon has purchased Wholefoods, an the consumers are found. Europe, closely followed by France and the offline groceries player, clearly demonstrat- Other sales channels include those where Netherlands. ing their ambition to move into groceries. In confectionery has been offered for many The typical online shoppers are families Sweden Axfood has acquired Mat.se and in years, including ferry lines, movie theatres, with small children, in urban and suburban the Netherlands, Albert Heijn has acquired airports and arenas, but also channels that areas. The main driver for buying their BOL.com, a local competitor to Amazon. have not been traditionally associated with groceries online is ‘convenience’. The use Read more about Cloetta’s development in confectionery sales, such as building supply of mobile devices for retail e-commerce e-commerce on page 15. stores, hotels and bars. has surpassed that of laptop and desktop
Retailers’ online sales – share 19.7 7.3 5.7 3.2 2.2 1.7
E-commerce penetration, % 69.4 27.3 54.6 31.7 11.8 18.4
Source: Europanel – E-Commerce Update 2016
12 The confectionery market Cloetta
Annual and sustainability report Market strategies for growth
2017 2017
New markets, initiatives and concepts
• Acquisitions
Strategic product development
• Innovation • New initiatives/business concepts • Supplement the range where needed Brand and category development • Geographical • Development of concepts for expansion the grocery trade with a strong • New geographical markets and competent sales force • Line extensions/new flavours • Development of package • Package development sizes and prices • Visibility in stores • Effective marketing • Sales and in-store campaigns
Development of a successful Drive organic growth New development market-leading position opportunities
Brand and category Strategic product New markets, initiatives development is the core development and concepts of day-to-day activities
Cloetta’s extensive brand portfolio is the Through various strategic initiatives When good opportunities arise, Cloetta Group’s greatest asset. Nurturing and based on the Group’s existing brands and will widen its territory through acquisi- developing the brands are therefore in production structure, Cloetta can drive tion of new brands, expansion into new constant focus. For Cloetta’s customers in organic growth. geographical markets or new initiatives/ the grocery trade, category development is business concepts. Read more on page 19 an equally important factor. Read more on page 22 Read more on page 14
Market strategies for growth 13 Cloetta
Annual and sustainability report
2017 2017
Category and brand management
Confectionery is the most impulse-driven category in the retail trade, which means that good availability and visibility in stores, alongside strong brands with high recognition and loyalty, are critical for confectionery sales. Cloetta’s continuous development of its brands and concepts, and a strong sales force, are therefore of vital importance.
Planned brand management Category vision New flavours Cloetta’s ten largest brands account for A long-term category vision supports the The regular launch of new and attractive around 46 per cent of the Group’s sales. Read development of the shelf and the assortment product variants or flavours, in segments more about the leading brands on pages from today to tomorrow´s future state. where there is consumer demand, strength- 26–29. Powerful brands and a differentiated product ens Cloetta’s offering to both customers and For each brand there is an individual de- portfolio that fit today’s and future consumer consumers. velopment plan to continuously contemporize and customer needs are important parts of An exciting product innovation or sea- and develop the brand. The primary tools are the category vision. sonal product is mainly aimed at reminding line extension, package development, sales consumers of the brand. Since successful development and effective marketing. Consumer and shopper insights innovations inspire trials of both the new Consumer and shopper insights are at the product and often also the original product, Category development heart of category management. In category good seasonal products and innovations Confectionery is a very important and prof- management, the brands are the vehicles for normally generate incremental sales. itable category in the retail trade. Category growing the categories. Category manage- development and category management are ment can therefore drive top-line growth and Package development as important as brand development. By build the brands and their market positions, An important part of brand management con- having the best facts and insights, profitable which will be beneficial for both Cloetta and sists of package development. The packaging growth for both Cloetta and its customers is the retail trade partners. material must perform several functions, supported. such as protecting the product on its way to
14 Market strategies for growth Cloetta
Annual and sustainability report Examples of new flavours during the year
2017 2017
• Sportlife Bluemint and Greenmint • Jenkki Enjoy Mango-Lemon Icepop • Lonka Fudge Caramel Sea Salt • Center Cappucino
the consumer, enabling easy handling of the Marketing Sales-promotional activities product, providing product information and Effective and well planned marketing, Cloetta typically combines marketing activ- communicating the brand. Package develop- from traditional channels such as outdoor ities with in-store campaigns. New products ment also includes retail packaging for the marketing and advertisements to activities are normally given effective sales support various sales channels. in the social media, combined with in-store through campaigns, events, in-store activities promotion, stimulates consumer awareness and advertisements to reach consumers as Visibility in stores of and demand for Cloetta’s products. quickly as possible. One decisive success factor for consumer Cloetta’s marketing is primarily local in sales is good exposure in the store, which nature and is tailored to each brand’s strategy E-commerce means that it is crucial how new products and and position. Cloetta’s marketing is charac- Like many food producers, Cloetta has a clear innovations are received by the retail trade. terized by image-creating brand advertise- strategy for how to grow its online business. The customers must see the products as being ments, sponsorship and events directed to In 2017, an international e-commerce team needed, easy to handle and profitable for the selected target groups. was created to support the local markets in trade. A major portion of Cloetta’s advertising building the right capabilities and compe- Cloetta has a large, trendsetting and budget goes to advertisements on online tencies and gaining a better understanding innovative sales force in its main markets. channels such as Facebook, Instagram and of digital retail, both in ´Brick & Clicks (e.g. Through good relations with the trade and ex- YouTube. In the past year, a campaign for ICA.se, AH.nl, etc.) as well as “Pure Play” tensive knowledge about the industry, market Crazy Face (Malaco) was also conducted via (e.g. Mathem.se, PicNic.nl, etc.)’ retail. and products, Cloetta can present attractive SnapChat, see page 18. Cloetta aims to achieve online growth sales solutions that support the customers’ in line with its market shares. Online sales of business objectives and create added value for Media meets the trade confectionery are lower than for other catego- both Cloetta and the customer. Since such a large share of Cloetta’s media ries, but are expected to catch up in the next The most important part of the sales budget is spent on online marketing, the com- few years. Although the share of confection- force’s day-to-day work consists of helping pany has started to implement fact-based ad ery sold online is still very low, the growth the individual retailers display Cloetta’s buying, so called Programmatic Advertising, rate among consumers who have started to products to achieve higher turnover rates to purchase digital advertising and thereby buy groceries online is around 30 per cent and margins in the store. Through the sales maximize effectiveness. year on year. The average online shopper organization’s category knowledge and strong Programmatic Advertising is used to also spends two to three times longer on the in-store presence, Cloetta can reach out with capture data and activate the right marketing. purchase than they do in the store. campaigns, monitor local compliance with With the support of this technology, brand Cloetta has in-house skills in e-com- centrally negotiated listings and distribution messages, advertisements and e-commerce merce from its online stores. In the web shop agreements and ensure good visibility on the can be used together to deliver a better cus- www.jellybeanfactory.com, consumers can store shelves, in the checkout lines and in tomer experience or ads that are relevant for buy personalized candy gifts with different other places. Read more on page 17. each recipient. messages, such as ‘Happy Birthday’ and
Market strategies for growth 15 Cloetta
Annual and sustainability report
Cloetta further develops its brands
Development Availability Recognition and loyalty Tools to strengthen brands Tools to strengthen brands Tools to strengthen brands • New flavours and seasonal products • A large and competent sales force • Increase consumer awareness are launched regularly. supports retailers. through advertising, PR and
2017 2017 • Package development to expose the • Cloetta offers stores a complete sponsorship. product but also to adapt to different product range. Challenges sales channels. Challenges • Continue to improve use of social Challenges • Continuously finding new channels media. • Increased coordination of develop- to reach consumers. • Be visible where consumers are ment between markets and brands • To develop new sales solutions found through planned effective creates new opportunities and cost adapted to different customer marketing and in-store sales synergies. categories. campaigns.
‘Valentine greetings’. The consumer can gather valuable feedback. Through the social a metric that summarizes the brands’ online write a personal digital message and the gifts media Cloetta can: performance and NPS (Net Promotor Score) are delivered by mail. In Sweden Cloetta • Gather knowledge on consumer thoughts continuously measures different aspects has an online store with fun merchandise and ideas about different products through of the customer and consumer experience www.cloettashop.se. so-called Candy Portals, i.e. online consum- linked to loyalty and recommendation. The In Finland, Cloetta has optimized and er panels. purpose of these tools is to quickly track the rebuilt the Xylitol Direct2Consumer web success of individual activities in the various • Answer online questions via various shop (www.ksylitolikauppa.fi) for mobile markets. Thanks to the DSI and NPS meas- media and pass on these viewpoints in devices in order to deliver a better consumer urements the Group can see how marketing the organization. experience. initiatives have contributed to enhancing During 2017, Cloetta also opened a web • Cooperate with consumers, among other both the image of and loyalty to these brands. shop on Tmall (cloetta.tmall.hk), the Chinese things by asking direct questions. marketplace from Alibaba, where consumers Protection of intellectual can buy a selection of Cloetta’s products from To capture attention in the social media, the property rights Sweden and Finland. content must be interesting and based on To prevent infringement of its intellectu- Online sales can have various impacts stories and experiences. al property rights, Cloetta uses a special on impulse-driven goods like confectionery monitoring service that provides alerts about and Cloetta must learn more together with Measurement tools applications for registration of brands, both partners in the grocery trade. Cloetta will Effective marketing is dependent on con- nationally and internationally, that are identi- focus on increasing its knowledge about tinuous monitoring and analysis of changes cal to or can be confused with Cloetta’s key online confectionery sales. in consumer patterns. In-depth knowledge brands. about consumers and trends is essential For example, Kexchoklad’s chequered Social media for successful product development and pattern has been design protected for many Cloetta’s goal is to increasingly communicate marketing. years and the name Kexchoklad has been in the social media as a means of developing Marketing activities online and in the trademarked since 2004. consumer loyalty to the brands, but also to social media are targeted and followed up via facilitate interaction with consumers and two tools: DSI (Digital Sentiment Index) is
In the Netherlands 10 seconds Bill board campaign Red Band 30% less sugar, feeds from social media and sampling instore events.
16 Market strategies for growth Cloetta
Annual and sustainability report Success factors for the sales organization
2017 2017
The right products Good relations with Good visibility for to the right customer customers at the Cloetta’s products Selling the right products to the right central and local levels High visibility in stores, and particu- customer generates profitability for both larly at the checkout stands, is vital for Through good relations with the retail Cloetta and for the customer. Cloetta’s growth in sales. In order to maximize the trade and in-depth knowledge of the sales force is large and effective, which visibility of Cloetta’s products, the sales industry, market and products, Cloetta provides good opportunities for a pres- force also works actively to increase the can present attractive sales solutions ence in many different sales points. number of display points in the stores. that support each customer’s business objectives.
Effective sales Ensure compliance with Boost sales campaigns in coopera- central agreements By being where consumers are found, it tion with the customers with the retail trade is possible to increase sales. The task for Cloetta’s sales organization is to contin- Marketing campaigns are typically com- The sales force ensures compliance with uously seek new non-traditional sales bined with sales promotional activities in central agreements and that the agreed points for selected parts of the product the stores. The sales force helps retailers range of products is found in the stores. range, but also to increase display space to display these. and sales in existing stores.
Market strategies for growth 17 Cloetta
Annual and sustainability report Attention-getting campaigns
2017 2017
Malaco Crazy Face Ahlgrens Grillbilar Candy weeks at – a more intense flavour experience designed Ahlgrens Grillbilar created the summer’s best to appeal to Generation Z. The launch campaign “carbeque” and made Sweden’s tastiest car Pressbyrån reached 96% of the target group through a even more delicious! Ahlgrens bilar has been Candy weeks at Pressbyrån were a success selection of digital media. Malaco Crazy Face Sweden’s most beloved and sold car since again in 2017. In October, Pressbyrån conven- was one of Sweden’s very first “lens” campaigns 1953, and is ideal for any occasion. With this ience stores in Stockholm, Gothenburg and on Snapchat. This was followed up by video ad- success, a new consumer occasion has seen Malmö were transformed into Godisbyrån, vertisements on Snapchat, Instagram, YouTube the light of day! “The Candy Agency” and were a popular and Facebook. sweets extravaganza full of fun activities for both kids and adults.
Red band – Lonka Skipper’s Pipes XL The Lonka campaign around the coffee/tea Skipper’s Pipes XL was launched through an 30% less sugar moment was shown in social media and on engaging campaign in both digital and other Red Band 30% Less sugar campaign to TV to generate brand awareness. This was media to create awareness and demand for the introduce the new range of Red Band via PR combined with sampling in local stores to build new XL pipe. The media campaign generated and video online (using programmatic buying) interest and demand and finally with store more than 6 million views among Danish created product awareness. This is combined promotions to attract consumers. consumers and was supported by eye-catching with instore sampling of candy with 30% less POS merchandizing materials and racks. sugar. The launch was a major hit and total sales of Skipper’s Pipes surged by 26 per cent in 2017 – an XL success!
Tupla “A little piece of smile” Sportlife Tupla “Hungry for adventure” in Finland was a Jenkki’s “A little Piece of Smile ”–campaign is a Sportlife extended its popular campaign with branded entertainment campaign for the young part of a long-term Jenkki brand program, mak- Ukrainian ice hockey players. This included target group. The concept consisted of an ing Jenkki brand positioning alive and strength- new films and activities such as table hockey own adventure series in YouTube. The series ening Jenkki as a lifestyle brand. Creative focus in town. gained almost 3 million views, PR attention and was on impactful outdoor posters and video increased interest for the brand among the format to drive emotions. As a result Jenkki youngsters. turned around the declining category trend and increased its preference.
18 Market strategies for growth Cloetta
Annual and sustainability report
2017 2017
Strategic product development
Through strategic product development, Cloetta utilizes its strong brands and its flexible production organization to drive and maximize organic growth.
Some examples of strategic initiatives are flavourings have been replaced with stevia doesn’t measure up there is rarely a second brand extension, new geographical markets, and fruit juice. Stevia is used in Läkerol and purchase. It is therefore critical that the new the relaunch of brands and pure innovations. xylitol is used in Läkerol DentaFresh. During products launched by Cloetta meet consumer Strategic initiatives also include price strat- the year, Cloetta made a strategic decision requirements and expectations. The focus is egies and the related changes in packaging that all major brands should have a sugar-free on taste when Cloetta develops new products. sizes. or less sugar alternative by 2020. Before a product is launched, it undergoes both internal and external taste tests via Innovation and trends Product development process consumer panels that among other things Product development is a key driver behind An effective product development process assess its flavour, consistency and overall Cloetta’s brands and enables differentiation is decisive for profitable growth. Product impression. in the market. Cloetta’s innovation work and development is steered by the way in which optimization of the product development market trends and consumer behaviour can process create the conditions for future new be optimally combined with existing brands. product launches and relaunches. The biggest costs in product development Strategic product develop- Fashion and trends are found in all areas, arise in the product launch phase and are pri- ment during the year even in the confectionery industry, where marily associated with marketing activities, they are primarily related to colours, pack- but also with ensuring efficient production. ages, flavours and ingredients. The ability to Cloetta drives category projects in identify the trends that could be influential candy, chocolate, pastilles, chewing gum and for Cloetta is of major importance. Knowl- nuts. Within this framework, Cloetta has edge about trends in the market and consum- developed a product development process er behaviour is necessary for the development that combines consumer demand and needs of successful product innovations. with the possibilities found in the existing Market analysis, trend monitoring and production structure and the innovation interaction with consumers in the social activities being carried out within the Group, media provide the marketing department see next page. with valuable data for analysis of changes in Tools for idea and concept generation and • Red Band 30 per cent consumption patterns. continuous follow-up create the conditions less sugar Natural ingredients and consideration to for Cloetta to be an even more innovation- • Malaco Crazy Face environmental and ethical aspects are factors active company. • Kick bites that are affecting the confectionery market to a growing extent. Cloetta continuously A focus on taste reviews all products and questions their in- Packages and marketing can tempt con- gredients. For example, sweeteners and fruit sumers to try a new product, but if the taste
Market strategies for growth 19 Cloetta
Annual and sustainability report
The path to a new product
Launch 2017 2017
Consumer panel on the Internet
New product Market – consumer-driven Product development – innovation Idea – concept Product solution • Evaluation 3 3 • Product development • Market surveys • Packaging • Packaging solution Consumer Technical solutions • Needs 2 2 • Function in existing production lines • Preferences • Exchange between the factories • Ideas • Feelings Target group Trends • Who? 1 1 • Internal and external data collection • Why? • Collaborations • When? • Technical development • What?
To systematically gather consumer • Läkerol Dents in Finland have become size is therefore a strategic decision for how a feedback, Cloetta uses a consumer panel that Läkerol DentaFresh in Sweden and Norway brand can be further developed to reach new regularly provides feedback and ideas on the and King Chewmints in the Netherlands. customers and thereby also new consumers. Internet after receiving product samples to • Sportlife Mints from the Netherlands are their homes. The ideas that have come up sold as Mynthon ZipMint in Finland. Travel Retail have been highly valuable for Cloetta’s inno- • Polly from Sweden has been sold for many For many years Cloetta has had substantial vation work. years as Pops in Norway, and Norwegian sales to ferry lines, charter tour operators and Without approval by the consumer Pops Puffar are sold as Polly Puffar in airports, so-called Travel Retail. panel, the product will not be released on the Sweden. Well-known brands and unique packages market. A large database of earlier tests and in terms of both appearance and size are two reference values facilitates the necessary In recent years, the British brand Chewits of the most important competitive tools. assessment. has been launched in several markets that are The process from concept to a product new for the brand. ready for launch normally takes around one year, but can be accelerated with the use of Package size focused resources. Aside from tasting good and being reasonably priced for the consumer, a new product must Launches in new markets be commercially attractive to the retail trade A product that is successful in one market can and part of a category concept. Its weight, be launched in another market under an ex- package and distribution are adapted for their isting local brand. For Cloetta, with its many respective sales channels and markets. With brands in different markets, scale economies the right packaging, many of the products that in production can be utilized effectively by are strong in one market can also secure a matching brands. Some examples: good position in new markets. Package sizes are often associated with price strategies for different customer categories and markets. Changing a package
20 Market strategies for growth Cloetta
Annual and sustainability report 6 distinct consumer trends
2017 2017
Genuine raw materials Greater On-the-go There is a continued interest in natural individualization More and more often, we are eating and genuine raw materials. Additives of outside the home on our way to and from Consumers are seeking satisfaction of various types and artificially produced different activities. Greater availability their individual needs to a greater extent. substances are being questioned in favour and different solutions allow consumers This means that they want the option of of natural materials. E numbers are being to satisfy their needs immediately. choosing products, but also to have access replaced with the name of the additive in to products and services that are individ- plain language. Natural sugar or stevia ualized and can be adapted to different are preferred over artificial sweeteners. occasions. Pick & mix is a good example of a concept that is individualized.
Responsibility for Health and less sugar E-commerce and the environment and People are increasingly seeking raw social media gaining working conditions materials with positive health effects. importance Cloetta’s product range includes One key trend is an interest in the effects nuts, which are rich in vitamins and min- E-commerce is growing rapidly across all of food production on the environment erals. Xylitol, which is found in chewing sectors, including the grocery retail trade. and social conditions. Suppliers and gum and chewy pastilles, is good for Both grocery retailers and food producers retailers have responded to consumer de- dental health. are building up their own e-commerce mand for information, above all about the Cloetta’s Red Band offers choices capacity to sell their goods online, and raw materials’ origins, quality and culti- with one totally sugar-free variant, one new players are also capitalizing on the vation methods by introducing different with 30 per cent less sugar and a vegetar- powerful growth of online sales. Alongside types of labelling and certification. ian option. e-commerce, direct communication with consumers via the social media is emerg- ing as one of the most important channels for further developing the brands’ person- alities and capturing trends.
Market strategies for growth 21 Cloetta
Annual and sustainability report
2017 2017
New market, initiatives and concepts
In the spring of 2017 Cloetta acquired Candyking Holding AB (“Candyking”) and its subsidiaries, a leading concept supplier in the pick & mix category in the Nordic region and the UK. Candyking offers retailers a total concept in pick & mix, consisting of products, racks and merchandising as well as in-store and logistics services.
At the time of the acquisition, Candyking Synergies from the acquisition A total of 600 – 800 articles provided some 8,000 sales outlets in seven For several years Cloetta has offered a Following the acquisition of Candyking, countries with pick & mix and had annual similar concept for both regular pick & mix Cloetta now offers a total of 600 – 800 arti- sales of approximately SEK 1,200m. Candy- and natural snacks. In Finland, Cloetta has cles in the pick & mix assortment in the form king’s brands include Candyking and Kara- successfully driven the pick & mix concept of chocolates, gummy candies, hard-boiled mellkungen in the candy market and Parrots Karkkikatu for many years. candies, toffee, foam, liquorice and natural in natural snacks. Today, pick & mix accounts Since Candyking has no in-house pro- snacks. A customer can choose a concept for 30 per cent of the Group’s sales. duction, Cloetta can bring about significant with between 16-200 different articles that synergies through the acquisition. Over consumers can pick in bags or cups. Pick & mix – a vital part of the years, Cloetta has delivered candy to the candy market Candyking and Cloetta has the production Natural snacks Pick & mix accounts for over 30 per cent of capacity to successively insource additional Through the Parrots brand, Cloetta is also a the candy market in Sweden, measured by production. The synergies are created not leading player in the natural snacks market in volume. In the other Nordic countries, the only in production, but also in administra- Sweden and Finland. Parrots is currently the share is between 10 and 15 per cent. tion, logistics and sales, and will be realized only pick & mix brand that is 100% free from In the rest of Europe, pick & mix has a during the years 2017 – 2020. palm oil and includes only UTZ-certified weaker position but is a growing part of the chocolate and natural flavours. candy market.
22 Market strategies for growth Cloetta
Annual and sustainability report
2017 2017
Cloetta’s acquisitions
2013 Goody Good Stuff Annual sales at acquisi- tion, SEK 10m. Access to a new technol- ogy and brand in natural gummy candy.
2014 Nutisal Annual sales at acquisi- tion, SEK 200m. Access to a whole new category, nuts.
The Jelly Bean Factory Annual sales at acquisi- Candyking + Cloetta tion, SEK 100m. Premium offering in candy and stronger = #1 in pick & mix presence in the UK.
2015 Cloetta’s goals for pick & mix are to: Lonka Annual sales at acquisi- tion, SEK 300m. Strengthens Cloetta’s po- sition in the Netherlands • offer consumers the best experience in the retail trade. and provides access to a new category. • drive category development together with the customer. 2017 • deliver innovative products, packages and racks. Candyking Annual sales at acquisi- • be the most effective supplier when it comes to tion, SEK 1,200m. Strengthens Cloetta’s merchandising and the efficient supply of goods. position in the large and growing pick & mix • have the most satisfied customers in pick & mix. category.
Market strategies for growth 23 Cloetta
Annual and sustainability report
2017 2017
Consumer well-being
Cloetta’s responsibility for consumer well- find sugar-free products, products with less being starts with high and consistent quality sugar or those that are naturally free from together with correct and detailed content la- sugar in Cloetta’s assortment. belling. Besides these fundamentals, Cloetta By 2020 all Cloetta’s key brands will is also running a programme with the ambi- have a sugar-free alternative or an alternative tion to meet increasing consumer demand for with a reduced amount of sugar. more healthy products. No artificial flavours, Cloetta offers choices no artificial colours (NAFNAC) Sugar plays an important role in Cloetta’s There is an increasing consumer interest in assortment when it comes to delivering great natural ingredients. Different types of addi- taste, pleasure and enjoyment to our con- tives and chemically produced substances are sumers. Sugar is also important in bringing being questioned from a health standpoint. structure and preservative properties to the Cloetta is therefore conducting a programme products. aimed at removing artificial flavours and GREATER Cloetta’s mission is to bring a smile to colours from the assortment. consumers’ munchy moments, something that By 2019 Cloetta will use only flavours WELL-BEING should also include products with alternatives and colours derived from natural sources. CONSUMERS to sugar. Consumers must therefore be able to
Oers No choices – Artificial sugar-free for key brands Flavours (NAF) or by 2020. NAFNAC Colours (NAC) LESS SUGAR & No Artificial Flavours & by 2019 SUGAR-FREE No Artificial Colours
24 Market strategies for growth Cloetta
Annual and sustainability report Responsibility for consumer well-being
2017 2017
Fewer calories with Nuts – Dental benefits stevia loaded with nutrients with xylitol In order to offer products with a reduced Nuts are a natural source of many vital Production of the sweetener xylitol, calorie content, stevia plays a key role for nutrients and also contain antioxidants. which has fewer calories than natural Cloetta’s products. Stevia is a plant native Cashew nuts are rich in iron, folic acid sugar, was originally started in Finland to South America whose leaves contain and zinc. Peanuts (which are actually in the 1970s through extraction from an intense and natural sweetness. seeds) are rich in protein and contain birch sap. Today xylitol is manufactured Cloetta uses stevia extract in products high levels of Vitamin B3. Almonds from various deciduous trees and maize. such as Läkerol, chewing gum and select- (which are actually seeds) are rich in Xylitol is found in several of Cloetta’s ed offers of packed confectionary from Vitamin E and pistachios are very rich in chewing gum products, such as Jenkki Red Band. antioxidants. and Mynthon and the pastille Läkerol DentaFresh.
Natural raw materials Clear declaration High quality and Goody Good Stuff and The Jelly Bean of ingredients product safety Factory are two examples where Cloetta works continuously to develop High quality and product safety are Cloetta has implemented the idea of responsible and clear information about vital in food production and are strictly 100 per cent natural ingredients. All the contents of the products via packages adhered to in every step of Cloetta’s artificial colours and flavours have and the website. production processes, from inspection of been replaced by natural fruit and raw materials to finished products. First plant extracts and all other food addi- class raw materials, correct handling tives have been removed. and processes according to the recipes create the right flavour, appearance and consistency and eliminate any risks to the consumers.
Goal and outcome for complaints/returns, see page 40.
Market strategies for growth 25 Cloetta
Annual and sustainability report Cloetta’s leading brands Cloetta is the name and symbol of the Nordic region’s oldest confectionery company, with a very strong local heritage. Cloetta’s brands fulfil the mission »To bring a smile to your Munchy Moments«.
2017 2017
Ahlgrens bilar Bridge is a fruit-flavoured foam that a large majority of the Swedes love and is a candy mix that was created in 1966 when some employees were enjoy. The original taste and elegant design playing bridge and ate a mixture of differ- have been unchanged since 1953, when ent tasty products that were made at the Ahlgrens’ candy factory decided to try to factory. One day someone came up with produce marshmallows. The result was not the idea of launching this mix of various as expected; instead it was small foam piec- delicious flavours in a bag. Bridge is the es of candy in the shape of a car. Sweden’s mature candy mix where everyone can best tasting car was born! New car models find their favourite. have been launched since then, in flavours Sold in: Sweden, Norway, Denmark. such as salty liquorice and sweet & sour. Sold in: Sweden, Norway, Denmark, the US, Guinea, Malta, Cyprus, Poland, Thailand.
26 Market strategies for growth Cloetta
Annual and sustainability report
Candyking/Karamellkungen Center allows you to put together the most delicious sweets we can find has been around since 1941 when the roll was first launched in and lets you mix things up your way. Sour, sweet and salty. Hard, Sweden. Center is the tasty roll at the centre of attention – just soft and chewy. The original brand, Candyking, in Sweden known as unroll a piece and enjoy!
Karamellkungen, has been developed during 30 years. This pick & Sold in: Sweden, Norway, Denmark, Estonia, Finland, Cyprus, 2017 mix-concept is currently offered in 8,000 sales points. Poland. Sold in: Sweden, Denmark, Norway, Finland, the UK, the Baltics.
Chewits Goody Good Stuff was launched in the UK in 1965 as a kids This tasty gummy candy range was launched in the UK in 2010. The chewy sweet. Chewits is vegetarian, free range pioneers a plant-derived bio-gum technology that eliminates from artificial colours and contains no the need for animal-based gelatine, which hydrogenated fats. The sticks flavours are makes the candy suitable for vegetarians. To strawberry, cola, blackcurrant, orange, fruit make the range accessible to an even bigger salad and ice cream. The Chewits Xtreme user-group, the range is also free from artifi- range consists of sour apple, tutti frutti cial colours and flavours, gluten and lactose, and pineapple. Newest to the range is the and is Halal- and Kosher-certified. Chewits Crazy Face, an extreme candy Sold in: the Netherlands, the UK, France, based on well known bonbon technology, Sweden, Norway, Germany, Austria, Taiwan. filled with extreme powder flavours. “Chewie the Chewitsaurus” is the brand mascot. Sold in: the UK, Norway, Finland, Italy, the Baltics, Russia.
The Jelly Bean Factory Jenkki offers 36 different flavours of gourmet jelly beans, is the market-leading chewing gum brand in Finland, where it was made from 100 per cent natural flavours and fruit originally launched in 1951. Since 1975 the juices. Free from gluten, gelatine and nuts. brand has been sweetened with the dental The Jelly Bean Factory was established in 1998 innovation xylitol, and has thus become a smart in Ireland. Every day over 12 million gourmet jelly tooth-friendly habit for Finns: as a breath re- beans are produced at the factory in Dublin, fresher or an enjoyable treat after each meal. packaged in a wide range of playful formats. Sold in: Finland, Estonia, China. The most juicy, mouthwatering jelly beans on the planet. Sold in: around 60 countries worldwide, mainly in the UK, Sweden, Germany, the Netherlands, Baltics, Russia, Cyprus, Portugal, Spain, Israel, China, Singapore, Hong Kong, Switzerland.
Juleskum Kexchoklad is the original that has become a natural part was launched as early as 1938 and is one of Cloetta’s active Swedish of the Swedish Christmas traditions. Cloetta classics. Sweden’s best tasting between-meal snack. Three layers of started making marshmallow Santas as early crispy, chocolate-covered filled wafers make Kexchoklad a snack for as the 1930s. Each year a limited edition is active people who need to quickly refill their energy. released, this year with the taste of lingon- Sold in: Sweden, Denmark, Baltics, the US, China, Hungary, Poland, berries. Although Juleskum is only sold for Cyprus, Guinea, Malta, Estonia, Latvia, Russia. a limited period around Christmas, it is the fourth best-selling candy bag in Sweden on an annual basis. Juleskum Original is a fluffy, two-coloured marshmallow Santa with a taste of strawberry. Sold in: Sweden, Norway, Denmark.
Market strategies for growth 27 Cloetta
Annual and sustainability report
King Lonka The De Vries family started producing peppermint in 1902, and from At Lonka, it’s all about soft and delicious 1922 under the brand name King. Over time, the brand has evolved sweets made with passion and high quality. from a simple throat lozenge into a modern breath freshener. Today, Since the first Lonka factory opened in 1920 after more than 90 years, it still contains the same secret pepper- in the Netherlands, Lonka has been providing mint blend that makes King loved by many Dutch consumers. consumers with traditional favourites like car-
2017 2017 Sold in: the Netherlands, Lithuania, Russia, Canada, the US, France, amel, fudge, soft nougat and chocolate. With Belgium, Surinam, Australia. Lonka products, consumers make their coffee and tea moment more indulging. Sold in: Around 40 countries worldwide, mainly in Benelux, Sweden, Denmark, the UK, Spain, Germany, Israel, Italy, Estonia.
Läkerol Läkerol Dents/ Läkerol DentaFresh is a classic brand and the tastiest refresher for all occasions. The is the world’s first, in Finland market-leading and in first box was sold in 1909. Läkerol is available in a variety of flavours Sweden and Norway new, xylitol pastille with 50 per and is effective when you want to soothe your throat, refresh your cent xylitol, and is available in several flavours. Take breath or just fancy something tasty. Läkerol makes people talk. two tablets after every meal to stop acid attack and Sold in: Sweden, Norway, Denmark, Finland, strengthen your teeth. Läkerol Dents is the most Germany, Switzerland, the US, Hongkong, delicious way to take care of your teeth. Läkerol Indonesia, South-Korea, Singapore, Lebanon, DentaFresh – a smart habit for stronger teeth. Belgium. Sold in: Läkerol Dents in Finland. Läkerol DentaFresh in Sweden, Norway.
Malaco Mynthon offers a wide variety of candy products. The is the leading pastille brand in Finland, where it was launched in 1976. name Malaco comes from the first letters in the Fresh and effective is Mynthon’s brand essence. The product range company name Malmö Lakrits Compani, found- consists of chewy, hard and compressed pastilles in a variety of fresh ed in 1934. Over the years, many new products flavours. In 2012, chewing gum was also launched under the brand. have been launched under the brand, such as Sold in: Finland, Norway, the Baltics, Hungary, Russia. Gott&blandat, TV MIX, Aakkoset, Familie Guf, Lagerman Konfekt and Kick. Quite simply – Saturday all week. Sold in: Sweden, Finland, Norway, Denmark, the Baltics, Italy, Malta, the UK, Ireland, Poland, Switzerland, Canada, the US, Germany, Thailand, Israel, Cyprus, Guinea.
Nutisal Plopp is the Group’s nut expert as of 2014. The is the mini-bar for indulging yourself or someone close to your heart. business started in a shop in Beirut, Leb- Originally introduced in 1949, Plopp is personified by the little mini-bar anon. There, back in 1948, a unique ‘dry that stands for nostalgia, fun and playfulness. Plopp consists of won- roasting’ method was developed for roasting derful milk chocolate filled with soft toffee. without oil. Nutisal took this technology to Sold in: Sweden. Europe and created a range of dry roasted mixes that was launched in 2007. Because no oil is used in the process, the consumer can enjoy the genuine taste of nuts. Sold in: Sweden, Denmark, Finland, the Netherlands, Switzerland, Germany, Estonia, Latvia, Greece.
28 Market strategies for growth Cloetta
Annual and sustainability report
Polly Red Band was launched in 1965 and is the leading brand of bagged chocolate has roots going back to 1928. Since the start, the Red Band brand on the Swedish market. It’s impossible to eat just one. Polly is de- has built up a leading position in the Dutch and German confectionery lightfully chewy foam drops, covered with chocolate. The original is markets with a promise to deliver fun, quality and pleasure. The classic flavoured with vanilla, arrack and butter toffee. Winegum Mix, the original Drop Fruit Duo’s and Pret Mix are some Polly is also the candy that surprises, for exam- of the well-known products that are sold under the Red Band brand. ple Polly with a taste of Ahlgrens bilar. Today Red Band also offers the consumer more alternatives with the 2017 Sold in: Sweden, Finland, Denmark, Poland. no-sugar version, the 30% less sugar and the vegetarian version. Sold in: more than 25 countries, mainly the Netherlands, Switzerland, Belgium, Germany, France, the Baltics and Canada.
Sisu Sportlife is a liquorice pastille flavoured by a secret Sisu-aroma that was was launched in the Netherlands in 1981 as the first chewing gum in launched in Finland in 1928. Sisu is named for the true nature of the “blister” packaging. Since the start, Sportlife has been a leader in the Finnish people – the word ‘sisu’ means guts, endurance or relent- Dutch market and also has a strong position in Belgium. Sportlife is less courage. For the Finns, the Sisu brand is part of the Finnish based on the brand essence of unexpected freshness and has an spirit that no other brand can replace. With Sisu, you can do it. Sisu international brand profile. In 2015 Sportlife launched the core flavors is available in several flavours packaged in boxes. in jars. Sold in: Finland. Sold in: the Netherlands, Belgium, Romania, Surinam.
Sportlunch Tupla is a crispy wafer generously coated with pure milk chocolate in was launched in 1960 and is the number one chocolate countline in easy-to-break pieces. Sportlunch was launched in Sweden in 1937, Finland. Tupla means ´double´ in Finnish and Tupla original countline under the name “Mellanmål” and changed name to Sportlunch in contains two pieces that are filled with energy and easy to share. The 1996. original Tupla countline has a cocoa nougat filling covered with milk Sold in: Sweden, Norway, Estonia, Lithuania. chocolate, with a twist of saltiness and roasted almond crush. The taste and texture of Tupla is fuel for the body and attitude. Tupla is available in different flavours and sizes, and since 2015 also as a sport bar Tupla+. Sold in: Finland, the Baltics.
Venco Venco was launched as early as 1878 and is the leading liquorice brand in the Netherlands. Venco has ‘a passion for liquorice’, which is delivered in a wide range of unique, iconic and top- selling items like chalk and honey liquorice. When the Dutch think of liquorice, they think of Venco. Sold in: the Netherlands, Canada, Israel, Italy, Surinam, South Africa, France, LEADING Belgium. BRANDS
Market strategies for growth 29 Cloetta
Annual and sustainability report Cloetta’s main markets
Cloetta’s main markets are the countries where the Group has its own sales and distribution organization, and consist of Sweden, Finland, the Netherlands,
2017 2017 Denmark, Norway, Germany and the UK.
Main markets – countries where Cloetta has its own • organization. Countries where Cloetta’s products are sold • primarily through distribution agreements. • Share of Cloetta’s sales* e e la o a 21