Iggesund Paperboard Ranks High in Brand Survey

Iggesund Paperboard, Sweden, reports that its Invercote and Incada brands are again among the three most valuable brands on the European paperboard market, according to a newly released brand survey of European paperboard converters and brand owners done by Opticom International Research. 

 

Converters in the survey chose Invercote as a clear leader, significantly ahead of number two, Performa from Stora Enso, Iggesund noted. Incada placed third among the 14 brands that qualified for the list of European leaders. Value for money and quality consistency were the most important factors for converters’ choice of paperboard. Their highest service priorities are availability and delivery reliability. 

 

"We rarely comment negatively about Incada’s quality and we always receive excellent technical service," said a U.K. converter specializing in cosmetics and other beauty products. 

"Invercote has been our main paperboard choice for many years and it functions well in our production," said another U.K. converter with a more general focus.

 

"We’re incredibly pleased and proud of our wonderful and strong brands, which are so important to our customers, colleagues, and businesses," noted Charlotte Lagerwald, marketing strategy director responsible for managing and caring for Iggesund’s brands. "When our customers and other stakeholders also rank us so highly, it proves we are doing the right things and also helping our customers to be successful." 

 

Opticom also produces a corresponding ranking of paperboard brands based on interviews with owners of consumer brands in six market segments: dry foods, chilled and frozen foods, chocolate and confectionary, wines and spirits, fragrances, cosmetics and beauty care, and pharmaceuticals. Both Invercote and Incada performed well in these segments, coming in first and second, respectively, in the segments of fragrances and cosmetics and beauty care.

 

"Of course the study is limited to Europe, but it still reinforces our sales reasoning as we try to broaden and increase our sales in both Asia and the U.S.," said Arvid Sundblad, VP director sales and marketing, who also is in charge of Iggesund Paperboard’s global sales. "Our new service solutions in Asia and on the U.S. West Coast give us a new competitiveness in these markets that we previously lacked. In addition, European brand owners who manufacture in Asia can now be more secure in knowing that they can use Invercote there as well."