Freia Milk Chocolate Range


Freia Melkesjokolade is the biggest chocolate brand in Norway and the backbone of Kraft Foods/Mondelez Norway´s chocolate business. The brand represents ca. 12% of all chocolate consumption in the market. 

The brand icon, the 200g tablet, leads the way for the entire Freia tablet portfolio, a portfolio which represents 72.2% segment share. As market leader in the segment it is extremely important to revitalize the portfolio, to stay relevant to the consumer at all times as well as fight back the increasing competition. Kraft Foods/Mondelez Norway held a pitch to find a partner to strengthen the Freia Melkesjokolade brand equity and modernize the portfolio without losing the established brand values. The starting point being extremely high liking and brand equity recognition made the task a most challenging one.


There was a mismatch between how people remembered the brand and how it actually looked. We worked to find a way to bridge this gap. In the pitch work SDG created three different routes that presented different ways of strengthening the Freia Melkesjokolade brand and revitalising the portfolio.

Qualitative researched proved that people liked the design directions that were close to the existing design. Still, we managed to improve the scores for the new design, showing an all-time high for this brand portfolio.
The final updated design is a tribute to the Norwegian landscape in a timeless fashion. New realistic-looking mountains were created, inspired by the Valdres mountains. We replaced the “clip art style” cows on the packaging, with naturalistically-drawn grazing Norwegian cows. We managed to create "a little piece of Norway" that truly matched people´s perceptions.


"We wanted to reinforce the genuine, Norwegian distinction that Freia Milk Chocolate and our other chocolate bars are so famous for, and the new expression has done just this. We are extremely pleased with the result and think that SDG has done a really great job"

Nina Skotte, Kraft Foods Norway


Freia Melkesjokolade
Freia Melkesjokolade med Kvikk Lunsj
Walters Mandler
Freia Melkesjokolade med Toppris


Branding Development
Packaging Design
Strategic Consulting
Project Management


Illustration: byHands