Germany is ready for outstanding Nordic products. Join our pop-up project in Hamburg to explore the potential of the German market, connect with distributors, retailers, and consumers.
Enter the EU’s biggest market
Germany is an attractive market. Not just because of its size – with over 80 million people it is the biggest in the EU. Also, its location in the heart of Europe makes it interesting as a hub for exports to other European countries.
This is why Nordic Breakfast will open a pop-up in Hamburg for three to four month to explore the opportunities of that market for high-quality Nordic food products. This is the ideal way to test Nordic products with both consumers and distributors, get some honest feedback and at the same time create an audience and some buzz around outstanding Nordic products.
Join those awesome food brands at our pop-up:
Pop-up project Hamburg
We will open up shop in one of the trendy parts of town where people are open to new, pure, and high-quality products.
The shop will be open Tuesdays to Saturdays from March 1 to May 31, 2022. You will get the following benefits:
Native and local presence
The project is lead by our Germany expert who is a German native but has lived in Finland for ten years. He knows both markets and cultures inside out and is supported by a team of food experts and business veterans from our Helsinki based Nordic Breakfast office. Furthermore, one other sales person will be supporting the sales.
Understanding the customers
The customer is king and the one who decides if a product is successful or not. Which is why we will test all participating products and collect feedback with customers directly during the whole period. Furthermore, there will be one week dedicated specifically to own company’s products with more thorough testing amongst consumers. We will summarize those findings and suggest solutions to tackle possible challenges.
Building a reputation
It’s all about connections. To our pop-up we will invite not only consumers but also distributors (e.g. wholesale, food delivery services, health stores), influencers, and media. That way we create a network and raise some broader interest in Nordic food and the products sold.
Nordic Culture, Music, and Art
Throughout the three months we will organize regular cultural events featuring Nordic and German artists. The events will range around topics like Nordic nature, society, female artists as well as pop culture. Every event will also feature all the amazing products from our and our partners’ portfolio to the German audience. Media representatives, influencers, and retailers will be invited.
Own booth
Every participating company has the opportunity to host its own booth in the pop-up shop for one week to meet customers directly. You can use that opportunity to put your products even more into the spotlight. All products will be available at our store during the entire project time.
Revenue stream
You will receive the wholeseller price for all of your products that are sold at the pop-up. This means that with every sold product you learn more about your product-market-fit and at the same time lower your costs for the project.
Price: The participation fee per company starts from 60.000 SEK (excl. VAT).
Nordic Diet
The World Health Organization WHO is recommending Nordic diet next to Mediterranean diet – more white fish, fibers and wild berries – to fight obesity and bad health.
Our awesome location
Our pop-up will be in the one of the hippest areas of the city in Northern St. Pauli. Here, just between Reeperbahn and Sternschanze is where you find Hamburg at its best. Our shop is at the heart of the most happening, most divers and most exciting areas of the city just between cool boutiques, outstanding restaurants, bars and cozy cafes. This is where trends are born.
Why is Germany relevant?
82 million people
population (2020)
Over 80 million people live in Germany. And they are hungry for new exiting and high-quality food from the North of Europe. Nordic countries and companies enjoy a very good reputation in Germany and are trusted.
3.4 trillion €
GDP (2020)
Germany has the 4th biggest GDP in the world. And even if Corona struck also the Germany economy hard, the country is already recovering. While infection numbers are dropping, shops open up again and life resumes.
55 billion €
food imports (2020)
While being a world champion in exporting, Germany is also one of the biggest importers of foreign goods worldwide (ranking 3rd). A market with that size is always hungry for new products from abroad and offers good opportunities to grow a business.
Your team for Germany
Niina Hietalahti (Founding Partner) has a long history within the food business. She is passionate about bridging business strategy and branding with user experience and insight. Niina’s extensive experience (e.g. as a founder of the pioneering Finnish food market chain Anton & Anton) in developing food brands together with great networking skills are perfect assets for all food companies who are looking for growth in new markets.
Ansgar Frankenberg (Go-to-market expert) is a German that has lived in Finland for 10 years. He has has built and worked with companies from various industries knows both cultures inside out. Ansgar’s background in digital marketing, communication and content strategy development combined with his knowledge of both cultures makes it easy for him to introduce Nordic products to the German market.
Our Mission
We believe that Nordic life and the sources of our happiness should be shared with the world. We curate the best Nordic food ingredients and make them available to you. Why not discover and taste what Nordics has to offer!
– Founders of Nordic Breakfast
Setting trends in Hamburg
Our pop-up store will be in Hamburg, Germany’s second biggest and most Northern metropolis. Due to its history as an important Hanse town and trading hub for products from around the world it is a perfect place to introduce new products. Hamburg is open to new tastes, spices, and dishes and has more than once been the breeding ground for new food trends that soon caught on all over Germany.
The mentality of people in Hamburg is also one that can be considered the closest to the Nordic culture which makes it easier to establish business connections.
Join the project
March – May 2022
Fee
The participation fee per company starts from 60.000 SEK (excl. VAT) and needs to be paid by February 14, 2022. Additionally, participating companies have to cover the shipment to Germany.
Take into account that a booth at a fair (including staff, travel and accomodation costs as well as participating fee) will amount to much more than that for a much shorter expose to your audience.
Participation
We welcome all Nordic companies with traditional or innovative products that are planning to expore the potential of the German market with us. This can include alcohlic drinks and products that need to be refridgerated or frozen.
Terms
We require you to send your products to our store in Hamburg by February 21, 2022 at the latest. Feel free to also provide us with your existing marketing material.
All products need to at least have a sticker in German language including ingredients, nutrition values, manufacturer information. We are happy to help you with localization support (charged separately at an hourly rate).
