Watch this video with audio and subtitles in a language of your choice here: Natty Peanut Butter To Denmark

Behind the Scenes: How We Took Natty to Denmark

When we got into the talks with Natty, I could already feel this brand had something special: clean ingredients, great taste, and a fun brand identity.

From Estonia to Denmark – Step by Step

I started by translating Natty’s website into Danish. At the same time, I gathered all the key product information: pricing, packaging sizes, ingredients -everything that retailers in Denmark usually ask for.

The Natty team sent me a small pallet of product samples, which I took to our sales partners at Nordic Sales Force in Denmark.

Together, we created a sales strategy, starting with a focus on smaller independent retailers.

Why independent retailers?

Because they make decisions fast, they’re led by passionate people, and they’re often the first to try something new.

It was the perfect starting point for Natty.

Generally, they have a very short decision-making chain and are easy to engage in friendly communication.

In Danish independent retail, it’s typical to speak directly with the owner of the store, or possibly the store manager.

Secondly, beginner mistakes come with a smaller cost

When starting to reach out and fulfill orders for small retailers, we quickly see the gaps that need to be filled. Would it be packaging, invoicing, communication, or logistics?

It also helps to figure out the products that are best received by the locals. 

So later, when working with larger partners, we waste less time on figuring out the basics.

🌟 The feedback from our first prospects? Amazing!

Buyers love the taste of Natty's products, the branding, and the fact that it’s organic.

Danes love organic.

There have been several cases where our amazing salesperson has made store owners who are non-peanut-lovers love Natty's products - and given in orders :)

Organic is appreciated in Denmark

Danish retailers see the organic factor very positively.

They like that Natty's "Organic" tag is prominent and visible.

As Estonia holds very high standards for organic products, Natty can be proud and confident about its edge.

Customize labels to the local market

When the first orders came in, we adapted the labels to Danish (plus Norwegian, Swedish, and English).

It’s not strictly necessary to translate the labels into Danish if they are already in Swedish or Norwegian, as long as the text is easily understandable for Danish speakers.

But having country-specific labels is strongly recommended - it’s a major trust-building factor.

Also, among Scandinavian countries, give each its own. 

Private label opportunities

There are even private label options being discussed.

The flavor of the original products really suits Danish preferences, and locals put their trust in Natty's ability to produce their private label products.

The interest in private label is surprisingly active, from smaller coffee shop chains to specialty shop chains. An opportunity also for other high-quality niche brands.

Our biggest challenge - logistics

Logistics has been our biggest challenge.

Since we started with small volumes, and it’s difficult to predict the demand from the beginning, it took time to find a suitable solution.

Did you know that most warehouse and logistics websites in Denmark are only in Danish? That doesn’t make things easier for foreign exporters.

But local partners can help you out. They have a large local network and know how to search for the best solutions.

Are You an Exporting Food Brand? Let’s Take You Nordic

Whether you're just getting started or ready to scale, I help companies like yours break into the Scandinavian market—with hands-on support and a local network.

Our local partners can help with:

• Website & packaging translations

• Strategy & sales plan

• Local retailer search

• Sample delivery and feedback

• Ongoing market support