An original collection of supplier stories has been one of the most popular features of the new Viking Imports website developed as part of its rebrand, management said today.
The website, launched earlier this year, also features content about the traditional foods offered by Viking, along with their nutritional benefits and serving suggestions. The website is aimed at helping consumers learn about the products and submit queries on availability, and has boosted queries by 10 per cent since launching.
The Viking Imports rebrand and website represents another milestone in the company’s digitization, after almost four decades in business. Two years earlier, Viking invested in a secure online order portal for customers. The portal allows customers to view their order history, see upcoming deliveries and availability, and make new orders.
The Viking Imports rebrand of 2020 also reflects the Sydney-based firm’s recent shift in strategy, from a purely Scandinavian food importer to a specialist in wellness-centric fine foods. The rebrand includes updated messaging, a refreshed brand identity, the new website and numerous updated customer touchpoints. The work was completed with Sydney creative agency The Offices, which specializes in food branding and packaging.
Provenance and education emerged as recurring themes during the rebrand. Viking agreed that showcasing their suppliers was key to driving awareness about each product’s quality, as health continues to dominate conversations in food circles.
The ‘free-from’ food category (which includes gluten-free, sugar-free, hormone-free and other classifications) is now worth an estimated $9.7 billion in Australia[1]. Demand for organic food alone has grown 13 per cent annually since 2012[2].
“We’re staggered by how informed customers have become: how much they want to know about where their food is made, and the people behind these products,” said Markovic.
“By putting a spotlight on the incredible traditions, stories and craft of our suppliers, we hope to inspire more consumers to shop with purpose.”
Viking Imports began its journey in 1984 as an importer of nostalgic foods favoured by European expats. After its next owners, Darko and Lola Markovic, purchased the business in 1993, the focus shifted increasingly to clean foods. Current Managing Director Ivan Markovic is now the second-generation owner of the business, and oversaw the extensive rebrand.
The Viking Imports portfolio comprises a growing list of house brands, foremost their bestselling frozen wild berries, frozen organic fruit and dried wild mushrooms, sourced from pristine European forests. Also popular are Viking’s organic gouda and feta-style cheeses made with sheep’s or goat’s milk, and their range of sustainably harvested seafood products.
Other unique, wellness-centric brands in the Viking portfolio include the bestselling Finnish Fazer and Swedish Leksands crispbreads, the King International collection of dairy-free yoghurts and cheeses, Jasper organic coffee, and Qi organic green tea. Viking is also exclusive distributor of several iconic European desserts and confections, including Nyåkers gingerbread biscuits, flourless Almondy cakes and Cloetta Scandinavian sweets.
Media inquiries: Ivan Markovic (email ivan@vikingimports.com.au, phone 0410 513 684)
[1] From Food Processing https://www.foodprocessing.com.au/content/business-solutions/news/-free-from-food-category-estimated-at-7-7-billion-in-australia-619801984
[2] From Better Health Vic https://www.betterhealth.vic.gov.au/health/healthyliving/organic-food
