Manifesto
Leksands Crispbread aims to reinvent itself after six generations of success rooted in strong national identity. With Taco Friday becoming Sweden’s new national ritual, corn-based Tex-Mex products dominate the market. However, oats thrive in the Nordics, offering a more sustainable and nutrient-rich alternative. By rebranding to “Leksands” and launching a new product line, “Nord-Mex” or Leksmex” the brand can compete with market leaders like Santa Maria, stay relevant in Swedes’ daily lives and innovate with the “Nordic” version of Tex-Mex.
Leksands knäckebröd
nord-mex or tex-mex?
Strategist
Vehbi Ramqaj
Mock Client
Leksands Knäckebröd
Service
Product & Brand Strategy
Year
10/12/2024
Client brief
How can Leksand continue to grow? Come up with a new crispbread product line with to attract a younger audience.
Creative brief
How can Leksands become an integral part of Swedish lifestyle among young people? Make Leksands a part of Swedish lifestyle and more than just a crispbread brand.
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Leksands Knäckebröd is a 200-year-old Swedish crispbread brand that Swedes respect for its quality and healthy breads.
The brand offers round, square, triangular crispbreads, and thin crispbread they call “Tre Kullor.”
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Leksands’ brand positioning is limited to crispbread, restricting its potential to innovate and enter new markets like Tex-Mex, despite having strong Swedish roots and a farming network that could support oat-based products.
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Consumer Insight
Swedes eat, drink, and dream of oats, it’s a cultural staple from the North, just like their beloved “Taco Friday.”Company Insight
Leksands can leverage its strong position in the Swedish agricultural industry to create a better alternative: an oat-based taco pulp, Nord-Mex, made in Sweden. -
With a new taco product line named Nord-Mex or Leksmex, Leksands can deepen its relationship with Swedes and enhance its presence in their everyday lives by staying true to its essence, Swedish, eco-conscious, and healthy.
Core Idea
Strengthen Leksands' brand image as a Swedish lifestyle and sustainable food brand, not just a Swedish crispbread brand.
With a new taco product line named Nord-Mex, Leksands can deepen its relationship with Swedes and enhance its presence in their everyday lives by staying true to its essence—Swedish heritage, sustainability mission, and healthy appeal.
The term "Tex-Mex" originated in Texas, influenced by Mexican immigrants, which is why I propose “Nord-Mex” for an oat-based pulp sourced from the Nordics.
About this product strategy
I am currently working on the product mockup, so there’s nothing to show for this concept yet. But feel free to imagine a polished, clean, and organic product packaging for the new brand, either Nord-Mex or Leksmex.
The brand would need to conduct a survey or A/B testing campaign to decide which name resonates best with the target audience. Coming from Switzerland, I find that "Leksmex" sounds less appealing, but I’ve received positive feedback from Swedes, which underscores the importance of experimentation and testing in a successful product launch.
