Freia’s Mandelstang, launched in 1897 as the oldest Norwegian eating chocolate still on the market, faces an uncertain future due to declining sales, according to Mondelez communications chief Øyvind Olufsen. The century-old classic survived the era of the Swedish king, but sliding popularity now threatens its place on supermarket shelves alongside recent discontinuations like the Monolit chocolate.
Mandelstang Sales Decline Threatens Norway’s Oldest Chocolate
While Mandelstang still sells in modest quantities, its long-term survival depends on a reversal of current purchasing trends.
According to Øyvind Olufsen, communications chief for Mondelez, production will not stop immediately, but the brand needs a renewed consumer push to reach its 130th anniversary. “We hope dearly that the chocolate gets a renaissance,” Olufsen stated, noting that no employee at Freia wants to pull the plug on the nation’s oldest eating chocolate.
Grocery Store Shakeups Claim Familiar Brands
The threat to Mandelstang coincides with a massive retail overhaul involving more than a thousand new products entering the market simultaneously. Industry data indicates that roughly seven out of ten grocery novelties fail shortly after launch, forcing stores to clear out older items to make room.
Several major manufacturers have announced wide-ranging product cuts across multiple categories:
- Tine: Discontinuing Taffel Tomat and Norsk cheddar block cheeses, YT Proteinyoghurt vanilla in small sizes (while keeping 430- and 730-gram tubs), two YT energy bars (cranberry and chocolate), and Grill og Stek 200-gram grill cheese.
- Gilde: Dropping three items: Løvtynn krydderskinke, Pølsemakerens beste Siliana og ost, and Pølsemakerens beste jalapeño og ost.
- Synnøve Finden: Stopping production of Gulost revet, Gulost revet lett (280g and 200g), and Synnøve Proteinyoghurt Mango Pasjon 350g.
- Peppes Pizza: Ending production of Pelles Loaded products, though the Parmesan dressing will now come in a larger 200-gram format.
- Sørlandschips: Discontinuing Poppa Müslibar Karamell.
Spotting Shrinkflation and Skimpflation on Grocery Shelves
Shrinkflation involves products changing in physical size or container design while maintaining or increasing the unit price. Checking the kiloprice on the shelf tag remains the most reliable way to catch these adjustments.
Skimpflation refers to quiet alterations in the ingredient list itself. Labels boasting “New taste” or highlighting specific percentages like “60% xxx” on the packaging often signal that manufacturers have swapped out costly components for cheaper alternatives.
Did You Know?
Mandelstang hit store shelves in 1897, making it older than the dissolution of the union between Norway and Sweden, which took place in 1905.
Frequently Asked Questions
Is Freia stopping production of Mandelstang immediately?
No. According to Mondelez communications chief Øyvind Olufsen, sales remain high enough to keep production running for now, but the downward trend must reverse for the brand to survive long-term.
Why are so many grocery products disappearing from shelves?
Major grocery inventory updates introduce over a thousand new items at once. Because the vast majority of new food products fail quickly, stores constantly rotate stock to clear shelf space.
How can shoppers spot hidden product changes?
Consumers can protect their grocery budgets by comparing kiloprices to catch shrinkflation and carefully reading ingredient lists for labels such as “New taste” that signal skimpflation.
Have you noticed a favorite product disappearing from your local store, or spotted a new item worth investigating? Share your observations and join the discussion below.
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