Expanding Froosh Into a New Product Category
Julia Weijola, Marketing Director Froosh, and Martin Albinsson, Shopper Marketing Manager Fazer Sweden, began the workshop by introducing the students to the Froosh brand, with emphasis on their core brand behaviors – smile, surprise, and energize. As a brand well-known for its healthy, additive-free, and tasty smoothies, the Froosh team is currently evaluating the potential to leverage this success in a new category through a brand extension in the Swedish market.
Except for getting the chance to taste the product, students were also tasked with creating a GTM strategy for how Froosh should enter this new category in a different way than traditional players. Following a 360° approach and including activation across both physical and digital touchpoints, the students identified different target audiences and developed strategies to reach them for this potential product launch.
Thank you, Julia and Martin, for organizing a creative and challenging workshop, and for providing valuable hands-on insights into brand and category management!
Saga Baggströms, Key Account Manager, Fazer Retail Club 2025/2026
