Dutch challenger cereal brand Holie's has launched in Denmark, with national listings at føtex and Bilka — both owned by Salling Group, Denmark's largest retailer. The Danish debut comes only weeks after Holie's secured its first UK supermarket listing with Morrisons.
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Founded in Amsterdam in 2018, Holie's was built around the argument that mainstream cereal brands hide sugar in products marketed as healthy. Its range is positioned on no-added-sugar, high-protein formulations across cereals and bars, with a tone-of-voice and pack design pitched at the younger health-conscious shopper rather than the traditional cereal aisle.
Holie's is now stocked across føtex and Bilka in Denmark, alongside its existing UK distribution with Morrisons, Ocado, wholesalers and independents. More on the brand at holies.com.
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