{"id":16787,"date":"2022-08-02T08:09:29","date_gmt":"2022-08-02T06:09:29","guid":{"rendered":"http:\/\/stories.valora.com\/?p=16787"},"modified":"2022-08-03T10:33:22","modified_gmt":"2022-08-03T08:33:22","slug":"valoras-own-brand-ok-a-success-story","status":"publish","type":"post","link":"https:\/\/stories.valora.com\/en\/valoras-own-brand-ok-a-success-story\/","title":{"rendered":"Valora’s own brand ok.\u2013: The success story’s next chapter"},"content":{"rendered":"\n

Thanks to its unbeatable value for money and memorable design, ok.\u2013 has become a daily companion for young people. With around 60 products, Valora\u2019s own brand stands for a dynamic, independent and increasingly sustainable and conscious lifestyle.
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Thirteen years have passed since Valora launched its own brand with the ok.\u2013 energy drink classic and the cheeky \u00abist voll ok.\u2013\u00bb (it\u2019s totally ok.\u2013) campaign, starting a success story in the process. The brand soon achieved cult status and conquered Switzerland\u2019s urban areas. The range has been growing steadily ever since, and ok.\u2013 has become a valuable unique selling point for the Valora Group.<\/p>\n\n\n\n

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Own brands: a key competitive advantage<\/strong><\/summary>
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The Valora Group sees its own brands such as ok.\u2013 and Caff\u00e8 Spettacolo and its in\u2013house pretzel production as a key competitive advantage. Accordingly, it states in its Corporate Strategy 2025<\/a> that it intends to exploit vertical integration even more in future and further increase the share of own brands in the overall mix.<\/p>\n<\/div><\/details><\/div>\n<\/div>\n\n\n\n

For Ren\u00e9 Trapp, Head of Retail Category Management at Valora, one thing is clear: \u201cThen as now, ok.\u2013’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.\u201d The ok.\u2013 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.<\/p>\n\n\n\n

\"ok.\u2013<\/figure>\n\n\n\n

ok.\u2013 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\u2013Store, ServiceStore DB and partly at BackWerk.<\/p>\n\n\n\n

The ok.\u2013 food range includes drinks, snacks and a growing number of fresh products such as sandwiches and salads. The non\u2013food segment includes everyday items from sunglasses to hair ties and has recently been expanded to include electronic products and socks. \u201cWe react quickly to trends and changing demand patterns,\u201d explains Ren\u00e9 Trapp, \u201cduring the COVID-19 pandemic, for instance, we launched ok.\u2013 masks and disinfectants.\u201d<\/p>\n\n\n\n

Sustainability at Valora’s own brand<\/h1>\n\n\n\n

This year, a sustainable umbrella has been added to the ok.\u2013 range. Its covering material is made from 100% recycled PET bottles, the waterproofing is PFC\u2013free and FSC\u2013certified 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 \u201cavoid, reduce, reuse\u201d approach, stainless-steel drinking bottles were launched in 2021. Customers can fill them with cool tap water or hot tea for on the go.<\/p>\n\n\n\n

\"ok.\u2013<\/figure>\n\n\n\n

Valora has also switched its ok.\u2013 beverage bottles to recycled PET (rPET)<\/a>, which reduces plastic consumption by around 20 tonnes per year. The \u201cApple Spritzer\u201d has recently been added to the selection of organic drinks, while the range of food without animal products was expanded to include vegan, low\u2013sugar ok.\u2013 goodies.<\/p>\n\n\n\n

Dedicated online shop for the own brand<\/h1>\n\n\n\n


Selected ok.\u2013 products have been available at www.okreload.ch<\/a> 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 \u2013 with a volume discount and free delivery for purchases over CHF 20.<\/p>\n\n\n\n

Another product from the ok.\u2013 world is celebrating its anniversary this year: since 2012, customers in Switzerland have been able to obtain prepaid Visa and Mastercard credit cards<\/a> from k kiosk and avec and top them up at over 1,000 sales outlets. \u201cQuick, uncomplicated, flexible \u2013 just like the entire ok.\u2013 range,\u201d says Ren\u00e9 Trapp.<\/p>\n\n\n\n

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Sponsoring: enhanced presence in Swiss snow sports<\/strong><\/summary>
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ok.\u2013 has been an established name in snow sports since 2018<\/a> and is co\u2013sponsor of Swiss Ski\u2019s Audi Skicross Tour. The tour includes FIS and European Cup races for licensed athletes as well as open and junior competitions. In addition, ok.\u2013 supports alpine skiing professionals Vanessa Kasper and Daniele Sette as well as ski cross athlete Talina Gantenbein with a bottle sponsorship.<\/p>\n<\/div><\/details><\/div>\n\n\n\n

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Photos: No\u00eb Flum.<\/sup><\/em><\/p>\n\n\n\n

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