Vertical success with a market share pointing straight up

The unique MicVac in-pack pasteurisation method offered Rieber production advantages as well as competitive advantages compared to the common production method.

Rieber is a leading Norwegian food producer. The company wanted to expand into the market for chilled ready meals. This market was dominated by autoclave pasteurised food.

After a period of joint recipe development, production development and planning, Rieber launched the new concept on the market in february 2006. The launch was a great success and Rieber doubled the production capacity within a year from launch.

Rieber chilled ready meals are now available in most food stores in Norway under the brand "Toro" and the name of ”Velbekomme”. The possibility of vertical display of the food plays a vital role in the in-store concept of Velbekomme. Today Rieber have a market share of 25% on the growing chilled ready meal market in Norway.