Hemglass tried sweetened fibres in 2019 – how did it turn out?

Last year, Hemglass started selling ice cream with sweetened fibres from Bayn. How did it turn out? Is it still part of the assortment? We ask Hemglass business developer Anders Granath.

3 September 2020 • and

The last sum­mers in Sweden have been extreme in many ways. The sus­tained heat took ice cream sales to high levels.

For 2020, there are no finan­cial state­ments yet, but sales for 2019 exceed­ed all expectations.

– We’re glad. At the same time, we were tak­en by sur­prise. The weath­er, as well as sales, made it a record sum­mer. We did not think it was pos­si­ble to beat the sales fig­ures for 2018, says Anders Granath, busi­ness devel­op­er at Hemglass.

Attentive to customer feedback

But the increase in sales can be attrib­uted to more things than the fine weath­er, says Anders Granath.

– We’re doing the right things. Among oth­er things, it is about our mar­ket­ing efforts, and that peo­ple con­sume ice cream at home, but also that we launch prod­ucts that our con­sumers demand. We are very pleased with the cus­tomer feed­back, he says. 

Hemglass is a com­pa­ny that lis­tens care­ful­ly to its cus­tomers. When a prod­uct is no longer suf­fi­cient­ly attrac­tive to con­sumers, it is clear­ly vis­i­ble in the sales fig­ures. The prod­uct is then removed from the prod­uct range.

A new beginning for ice cream without added sugar

Hemglass pre­vi­ous­ly offered ice cream with­out added sug­ar. But there was lit­tle inter­est. The prod­uct was removed from the range and there was no replace­ment. However, In the last cou­ple of years, demand has start­ed to build up. Therefore, in 2019, Hemglass decid­ed to offer prod­ucts with a new solu­tion for sug­ar reduction.

The new solu­tion is sweet­ened fibres from Bayn Solutions. The result was a fam­i­ly-friend­ly spe­cial mix with clas­sic flavours that appeals to many con­sumers. The selec­tion con­sists of straw­ber­ry cone, a vanil­la ice cream with pear ice cov­er, and choco­late and vanil­la ice cream in a cup and on a stick.

Part of the regular product range

What is the ver­dict on the sug­ar-reduced ice cream? We asked Anders Granath the ques­tion in late sum­mer 2019. He then replied:

– It has been well received. Sales are at the lev­el we expect­ed, that is, it fol­lows our plan and bud­get fore­cast, says Anders Granath.

We also asked what the future holds in store for the sug­ar-reduced range.

– Our Special Mix is a prod­uct that is espe­cial­ly appre­ci­at­ed by peo­ple who want to eat good ice cream but with­out added sug­ar. If sales con­tin­ue to fol­low our plan, it will become a stan­dard prod­uct in Hemglass’s range, says Anders Granath.

And that’s exact­ly what the ice cream with Bayn’s sweet­ened fibres has become: A stan­dard prod­uct includ­ed in the reg­u­lar 2020 range. We think that’s great!

– The tri­al sales received pos­i­tive reac­tions from con­sumers. We know that sug­ar is a flavour enhancer, and if you remove the sug­ar from a prod­uct, it is more dif­fi­cult to empha­size the taste of oth­er ingre­di­ents. We have not received any com­ments on the taste – and that is a good ver­dict, says Anders Granath. 

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