Simple packs

Nothing like calling a spade a spade (ie, just saying what something is). And this is not the first time I’ve written about a company doing something like this. My problem with this one, however, is the strategy. It seems the Muh brand belongs to Arla, a rapidly growing Danish conglomerate that has been expanding a lot through mergers and acquisitions. So if this sub-brand is selling Gute Butter (good butter), what comes next, good milk, good cheese, good whatever…? And if it doesn’t grow into parallel product categories within the same sector, will it extend the butter line instead? So can we expect to see Durchschnittliche Butter (mediocre butter) or Super Butter?

I guess the company is still working that one out (Muh only joined Arla after board approval in 2012). My guess is, they’re just using it as a commodity brand to occupy the lower price segment – a common strategy in segments that are about habitual buying and need to be nothing more than a ‘good product for a good price’.