For the past 10 years, Norrmejerier’s milk cartons have featured portraits of farmers from Norrland. Now, the packaging is getting a fresh look, showcasing the region’s stunning landscapes.

Norrmejerier’s new packaging design, set to hit stores in mid-September, will display images of Norrland’s iconic landscapes, including Kungsleden, Lapporten, and Vindelgransele. These scenes will replace the portraits of dairy farmers that have graced the milk cartons for the last decade.

As more of Norrmejerier’s dairy products are sold across Sweden, the company is placing greater emphasis on the Norrland identity. In a press release, Norrmejerier explains:

”With a market that represents only 6% of Sweden’s population, the Norrland home market is too small to sustain long-term profitable milk production. By expanding nationally and capturing more market share, Norrmejerier aims to continue supporting the dairy farmers of Norrland. This requires new, creative communication that sets Norrmejerier apart from other dairies, highlights the unique values of Norrland, and simultaneously strengthens our presence in the region.”

– We face tough competition in Norrland, and as we grow in the south, we need to demonstrate our relevance and competitiveness, says Maria Skogelid, Norrmejerier’s category manager for dairy.

Read the full press release HERE