Valora’s own brand ok.–: The success story’s next chapter

The range of Valora’s own brand comprises around 60 products from energy drinks and sandwiches to electronic products and socks.

Thanks to its unbeatable value for money and memorable design, ok.– has become a daily companion for young people. With around 60 products, Valora’s own brand stands for a dynamic, independent and increasingly sustainable and conscious lifestyle.

Thirteen years have passed since Valora launched its own brand with the ok.– energy drink classic and the cheeky «ist voll ok.–» (it’s totally ok.–) campaign, starting a success story in the process. The brand soon achieved cult status and conquered Switzerland’s urban areas. The range has been growing steadily ever since, and ok.– has become a valuable unique selling point for the Valora Group.

Own brands: a key competitive advantage

The Valora Group sees its own brands such as ok.– and Caffè Spettacolo and its in–house pretzel production as a key competitive advantage. Accordingly, it states in its Corporate Strategy 2025 that it intends to exploit vertical integration even more in future and further increase the share of own brands in the overall mix.

For René Trapp, Head of Retail Category Management at Valora, one thing is clear: “Then as now, ok.–’s recipe for success lies in its unfussy design and the focus on the rapidly changing lifestyle and needs of young, urban audiences. The brand is also still synonymous with straightforward products and fair value for money.” The ok.– energy drink classic still costs one franc, for example, making it around 70% cheaper than comparable brand products. It remains a bestseller to this day.

ok.– energy drink: Valora own brand

ok.– has long had a presence not only in Switzerland, but also in Germany, Luxembourg and Austria. The range has grown steadily and now comprises around 60 products, which are available at k kiosk, cigo, Press & Books, avec, U–Store, ServiceStore DB and partly at BackWerk.

The ok.– food range includes drinks, snacks and a growing number of fresh products such as sandwiches and salads. The non–food segment includes everyday items from sunglasses to hair ties and has recently been expanded to include electronic products and socks. “We react quickly to trends and changing demand patterns,” explains René Trapp, “during the COVID-19 pandemic, for instance, we launched ok.– masks and disinfectants.”

Sustainability at Valora’s own brand

This year, a sustainable umbrella has been added to the ok.– range. Its covering material is made from 100% recycled PET bottles, the waterproofing is PFC–free and FSC–certified wood is used for the handle. The umbrella is a symbol of how the Valora own brand is expanding its range of sustainable products: in line with the “avoid, reduce, reuse” approach, stainless-steel drinking bottles were launched in 2021. Customers can fill them with cool tap water or hot tea for on the go.

ok.– bottle: Valora own brand

Valora has also switched its ok.– beverage bottles to recycled PET (rPET), which reduces plastic consumption by around 20 tonnes per year. The “Apple Spritzer” has recently been added to the selection of organic drinks, while the range of food without animal products was expanded to include vegan, low–sugar ok.– goodies.

Dedicated online shop for the own brand

Selected ok.– products have been available at for two years now. With the relaunch in 2022, this became a comprehensive online shop where the entire range, except for fresh products, can be ordered – with a volume discount and free delivery for purchases over CHF 20.

Another product from the ok.– world is celebrating its anniversary this year: since 2012, customers in Switzerland have been able to obtain prepaid Visa and Mastercard credit cards from k kiosk and avec and top them up at over 1,000 sales outlets. “Quick, uncomplicated, flexible – just like the entire ok.– range,” says René Trapp.

Sponsoring: enhanced presence in Swiss snow sports

ok.– has been an established name in snow sports since 2018 and is co–sponsor of Swiss Ski’s Audi Skicross Tour. The tour includes FIS and European Cup races for licensed athletes as well as open and junior competitions. In addition, ok.– supports alpine skiing professionals Vanessa Kasper and Daniele Sette as well as ski cross athlete Talina Gantenbein with a bottle sponsorship.

Photos: Noë Flum.

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