Probi AB took full ownership of the entire value chain for the Probi brand's consumer products, the brand is now expanding to Denmark through the Matas retail chain. At the same time, Probi is developing its strong brand position by starting a strategic collaboration with the advertising agency Silver. With its high brand recognition, Probi is the market leader in the category "dietary supplements with lactic acid bacteria" on the Swedish market.

The products are mainly sold via pharmacies, both in physical stores and online. Probi is already present on the Norwegian and Icelandic markets. The new sales and marketing organization that Probi AB established just under a year ago is working to create the right conditions for the brand to be able to expand further in the Nordic market and deliver strong growth in 2024.

During the spring, Danish consumers will now also be offered Probi's products via Matas' e-commerce platform. At the same time, the focus is to strengthen Probi's brand strategy with a new brand identity and communication together with building a strong product portfolio to ensure that Probi has a relevant and attractive offer on the entire Nordic market. To implement this, a strategic collaboration has been started together with the strategy- and design agency Silver.