Since 1931, the “Delicat” logo has graced products such as cold cuts and potato salads, but the famous logo is soon disappearing from many products.
Now the new Delikat packaging is starting to appear on store shelves, suggesting that the Delikat name will be disappearing while Mills is coming in.
Mills, who acquired the brand in 1970, confirms this to DinSide.
He was Drammen Tidendi Who mentioned this issue for the first time.
-No drama
Neither the Delikat name nor the factory in Drammen will disappear, Kjersti Johansson, CIO at Mills, confirms to DinSide. She explains that the reason for the name change is that the Mills brand is more recognizable and stronger among a larger percentage of the population.
Flatten after this
– The name Delikat will not disappear, it will be the brand for the exciting projects that we undertake, among other things, with our clients. The Norwegian family company Mills has owned Delicate for more than 50 years, and there is nothing dramatic behind the change, she says.
– What kind of feedback did you receive from customers about changing the name of Delikat?
Kirsti Johansson is CIO at Mills. Image: Mills
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-So far we have only received one inquiry to our customer service about a name change. We are sure that most people believe that the most important thing is to maintain good taste and high-quality ingredients, not least that it should continue to be produced in Drammen, where cold cuts have been produced for over 90 years. We also think people will appreciate having more exciting products to choose from in the future, says Johannisen.
New products
On the packaging now in stores, it is said, as mentioned, that the Delicate name will disappear, while the new packaging with the Mills logo is expected only in the eighth week.
Meanwhile, Mills will launch a new range of salads, Mills WOW.
-Cold cuts, which we think will appeal well to a slightly younger target group that wants slightly healthier products in their daily lives. Here we use cauliflower plus cheese and mayonnaise in the base. It comes in three varieties: Creole Chicken, Curry Chicken and Fresh Yellow Beets, reveals the CIO and adds that they will also be introducing a new series under the Delikat brand at the end of February.
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