Marketing Management

Inika Super food is producing natural, vegan, and convenient snack bars and powder for
shakes. All their products all plant-based and gluten-free which made them a remarkable snack
for a variety of people including athletes, vegans, people with especially diets for weight loss,
gyms, grocery shops, and even coffee shops that can provide an easy and fast shake for their
consumers.

I-nika Superfood AB company focuses on values such as planet-based products, gluten-free

which are important for people who are suffering from celiac disease, easy and accessible
snacks and free from any refined sugar to provide a good choice for those who care about their
health. Their products are divided into two main product-line include powder for shakes and
snack bars and each of them has several flavors and specific ingredients. They are operating
within a fast-growing market where health shakes and bar are growing in society in recent
years. Plantshakes products are available in four flavors and the snack bars had three different
products available such as blueberry cashew, coconut chocolate and almond chocolate.
Recently they decided to add two other products to their bar product-line which are hazelnut
chocolate, and peanut chocolate and two more plant shake which is a product development in
their marketing strategy.

The company is a Direct to Customers (D2C) brand which means selling products directly to
customers. D2C does not involve a middle distribution channel. That is, sales are directly to
end customers rather than retailers or wholesalers. They sell all the products on their website
(https://inikasuperfoods.com/) and all products are deliverable in Sweden, Finland, Denmark,
Belgium, Netherlands, Luxembourg, and Germany. However, they are planning to lunch in
the UK with the THG Ingenuity partnership which prepares a suitable market for them in
Western Europe. The company is active on social media like Instagram and they clearly
introduce their products and their special offers. In 2021 they signed a contract with top-level
influencer Therese Lindgren to boost their products among vegans and absolutely by the power
of social media among new generations.
The price for plantshakes is 289 SEK which includes VAT and contains 10 servings per
package. In comparison to a cup of coffee which usually costs 20 SEK, each serving of this
drink costs about 29 SEK. However, it costs more, it must be mentioned that it is a natural
drink that contains a significant amount of fiber and natural ingredients. The Price of each
snack will be 25 SEK and if customers order a 12-pack box the cost for each will be reduced
to 20 SEK. The pricing strategy of the company can be considered as value-based pricing due
to special natural products which will be delivered to customers. In addition, there are several
special offers named Bundles and Kits which are economy packages for those who are using
products not only once. The interesting part of their development for 2022 is the contract with
delivery services to reduce the total cost for customers.

The company started its official activities in 2021 and can be known as a young company with
a natural and healthy vision. Their strategy could be considered acceptable and good due to a
short period of time, they were able to develop their product by introducing two more patents
in 2022 on their nutritious bars dipped in dark vegan chocolate. They are also trying to develop
their market in some other countries for example Germany and the UK.