The art of standing out and attracting shoppers – this is how Hägges strengthens its visibility with the help of DS Smith
In a busy retail environment, every brand is competing for visibility, while space remains limited. Through its collaboration with DS Smith, Hägge’s has found new ways to stand out. Simple yet effective display solutions are helping strengthen both brand visibility and sales.
Founded in 1956, Hägge’s is a leading brand in Sweden’s soft cakes category. In recent years, the company has been exploring new ways to connect with younger consumers. DS Smith has supported this ambition with insights and packaging solutions informed by a deeper understanding of shopper behaviour and purchasing decisions. The collaboration has helped Hägge’s strengthen its approach to engaging shoppers at the point of sale.
We have gained insights that have influenced everything from the design of the packaging to how we expose our products. It has been an important part of our branding work.
Magnus Jacobson
Marketing Manager at Hägges
The little things that make a big difference
The collaboration began with in-store analyses and category studies, helping to identify opportunities to improve Hägge’s visibility and presentation at the point of sale. Jessica Eliason, Customer Engagement Manager at DS Smith, has played a key role in turning these insights into practical solutions.
"It's about understanding how the consumer moves around the store and what the eye is drawn to. Small adjustments in graphics and placement can make a big difference," says Jessica.
Making the most of the coffee occasion
Simplicity that creates an impact in stores
A key focus has been developing solutions that work in the realities of the retail environment. Point-of-sale materials need to be quick to assemble, easy to handle and simple to implement.
"In-store teams have limited time. Everything needs to be quick and easy to handle, otherwise it simply won’t work," says Magnus.
Together, Hägges and DS Smith have developed several solutions that combine flexibility with strong in-store visibility. One example is a versatile multi-rack display that can be adapted to different store layouts and space requirements.
"We work hard to keep things simple while ensuring the message remains clear. In store, it’s about achieving strong visibility without taking up more floor space than necessary,"says Jonas Söderman, Account Manager, at DS Smith.
Visibility that supports sales
The impact of the collaboration can be seen in store. By creating additional opportunities for product visibility beyond the shelf, Hägges has strengthened its presence at the point of sale and supported sales growth.
Our displays play an important role in increasing our visibility and, in turn, supporting sales. We can clearly see the positive impact.
Magnus Jacobson
Marketing Manager, Hägges
At the same time, the work with graphics, layout and placement has made it easier for the products to stand out and arouse interest on the shelves, regardless of how the customer moves around the store.
“A display needs to capture attention and spark interest. What’s often overlooked is the importance of visibility from every angle, not just from the front,“ says Jessica.
Together, we develop solutions that strengthen Hägge’s visibility in store
A partnership that drives progress
The collaboration between Hägge’s and DS Smith has grown beyond a traditional supplier relationship. It is a partnership built around developing ideas and solutions together, with a shared focus on strengthening Hägge’s presence and relevance in store.
"We see DS Smith as an extension of our team when it comes to development. We have a very open dialogue where we can exchange ideas and challenge each other. It’s not just about receiving a product, but a complete solution that helps us keep moving forward,”says Magnus.
Jonas agrees and adds:
Together, we’ve tested different ideas, learned along the way and refined them until we found solutions that work both practically and visually in store. It’s a strong collaboration.
We have gained insights that have influenced everything from the design of the packaging to how we expose our products. It has been an important part of our branding work.
Our displays play an important role in increasing our visibility and, in turn, supporting sales. We can clearly see the positive impact.
Together, we’ve tested different ideas, learned along the way and refined them until we found solutions that work both practically and visually in store. It’s a strong collaboration.