{"id":5543,"date":"2023-11-20T16:45:15","date_gmt":"2023-11-20T15:45:15","guid":{"rendered":"https:\/\/babyjourney.se\/?p=5543"},"modified":"2023-12-07T11:01:24","modified_gmt":"2023-12-07T10:01:24","slug":"interview-baby-rejse-modre-vaek","status":"publish","type":"post","link":"https:\/\/webstaging.babyjourney.se\/dk\/insikter\/intervju-baby-journey-moter-unna\/","title":{"rendered":"Interview: Baby Journey m\u00f8der Unna"},"content":{"rendered":"

Den svenske start-up Unna blev grundlagt med en vision om at bryde stigmatiseringen af amning. Med de f\u00f8rste svenskproducerede og \u00f8kologiske produkter i erstatningskategorien \u00f8nsker grundl\u00e6ggerne Linnea og Vendela at tilbyde et sikkert alternativ, hvis amningen ikke fungerer, eller som et supplement. Selvom produkterne kun har v\u00e6ret p\u00e5 markedet siden i \u00e5r, har Unna allerede v\u00e6ret med i tv-programmet Drakn\u00e4stet og er blevet lanceret i store supermarkedsk\u00e6der som Coop, ICA-butikker og de store online-apoteker.<\/p>\n

Vi har talt med Linnea og Vendela for at finde ud af, hvordan Unna som brand skiller sig ud p\u00e5 markedet, og hvilke indsigter de har f\u00e5et om m\u00e5lgruppen af vordende og nybagte for\u00e6ldre siden starten af Unna.<\/p>\n

Hej Linnea og Vendela, for dem, der ikke kender Unna i forvejen. Hvad har du gang i?<\/h2>\n

Vi er et nyt m\u00e6rke inden for babymad. Vi tilbyder den f\u00f8rste svenskproducerede \u00f8kologiske erstatning p\u00e5 markedet!<\/p>\n

Hvordan opstod ideen om at s\u00e6lge moderm\u00e6lkserstatning og tilskudsblandinger?<\/h2>\n

Det er en interessant kategori af flere grunde. For det f\u00f8rste fordi det er vigtigt, at disse
\nprodukter skal v\u00e6re tilg\u00e6ngelige, og desuden er der en konstant eftersp\u00f8rgsel efter udskiftning, er det
\nIntet, der g\u00e5r op i trends.<\/p>\n

Vi s\u00e5 tidligt, hvor f\u00e5 alternativer der er i kategorien, hvor utrolig kvalitetsbevidst kunden til disse varer er, og hvor godt svenske v\u00e6rdier og \u00f8kologi ville passe ind her. Endelig s\u00e5 vi ogs\u00e5, hvor m\u00e6rkevarebevidste nybagte for\u00e6ldre er, og vi s\u00e5 en mulighed for at opbygge et m\u00e6rke her, som kunden forh\u00e5bentlig vil kunne forholde sig til. Noget nyt, med en ny tone of voice og et nyt designsprog.<\/p>\n

Hvad adskiller dit produkt fra andre lignende produkter p\u00e5 markedet i dag?<\/h2>\n

Der findes ikke noget andet \u00f8kologisk, svenskproduceret alternativ i dag. Der er heller ikke noget nyt, og slet ikke noget alternativ i mindre skala. Konkurrenterne er gigantiske f\u00f8devarevirksomheder med et v\u00e6ld af andre produkter under deres paraplyer, og de har ikke gjort meget for at innovere, n\u00e5r det g\u00e6lder deres erstatninger. Vi er et brand, der er skabt til for\u00e6ldre, af for\u00e6ldre, og vi tror p\u00e5, at de, der opdager os, ser en merv\u00e6rdi i at k\u00f8be \u00f8kologisk, i lille skala og fra et brand, de kan identificere sig med.<\/p>\n

\"Unna<\/a><\/p>\n

Er der nogle indsigter om m\u00e5lgruppen, der har overrasket dig? Hvilke?<\/h2>\n

Det faktum, at s\u00e5 mange mennesker tager kontakt og deler forskellige udfordringer, de har st\u00e5et over for i
\nfodring. Vi vidste, at det er et emne, der engagerer og er meget centralt, n\u00e5r
\ndu er nybagt for\u00e6lder, men vi er meget glade for at se, at mange mennesker skriver til os med
\nb\u00e5de store og sm\u00e5. Det viser en vilje til at interagere med os som brand!<\/p>\n

Hvad tror du bliver vigtigst for brands at overveje, n\u00e5r de skal kommunikere med morgendagens for\u00e6ldre?<\/h2>\n

Vores g\u00e6t er, at eftersp\u00f8rgslen efter autenticitet, gennemsigtighed og originalitet vil stige. Kunderne vil sandsynligvis v\u00e6re endnu mere skeptiske over for traditionel produktreklame og endda over for k\u00f8bte influencer-samarbejder, hvis de ikke f\u00f8les helt \u00e6gte. Der vil helt sikkert ogs\u00e5 komme st\u00f8rre krav om, at brands tager stilling til forskellige emner og er inkluderende og nuancerede i deres kommunikation.<\/p>\n

Hvor vil du v\u00e6re med Unna om 3 \u00e5r?<\/h2>\n

Vi er etableret med en betydelig markedsandel her p\u00e5 det svenske marked. Vi n\u00e5r ogs\u00e5 ud til vores kunder p\u00e5 udenlandske markeder, dels via D2C og dels via detailhandel. Efterh\u00e5nden har vi udvidet vores produktportef\u00f8lje til besl\u00e6gtede kategorier.<\/p>\n

L\u00e6s mere om Unna her: https:\/\/www.unna-baby.com\/<\/a><\/i><\/p>","protected":false},"excerpt":{"rendered":"

Svenska uppstickaren Unna grundades med visionen att bryta stigmat som finns runtmatning. Med de f\u00f6rsta svensktillverkade och ekologiska produkterna inom kategorin ers\u00e4ttning vill grundarna Linnea och Vendela erbjuda ett tryggt alternativ om det skulle vara s\u00e5 att amningen inte fungerar,…<\/p>","protected":false},"author":2,"featured_media":5528,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29,35],"tags":[],"class_list":["post-5543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insikter","category-intervjuer-trender"],"acf":[],"yoast_head":"\nIntervju: Baby Journey m\u00f6ter Unna<\/title>\n<meta name=\"description\" content=\"Vi har pratat med Linnea och Vendela f\u00f6r att h\u00f6ra hur Unna som varum\u00e4rke sticker ut p\u00e5 marknaden\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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