Friele Foods business philosophy is based on great taste, love and passion for food and beverage.

This started in 1799 when Herman Friele d.e. was sailing on the seven seas and discovered tasty flavors from all over the world. Today, Friele Foods is representing several brands from all over the world. Through a wide range of products, Friele Foods offers the best flavours for everyday and parties.

Friele Foods chose Retail24 as its strategic Sales Field partner in 2013. Since then, we have worked to strengthen Friele Foods’ position in the Norwegian grocery market. In 2019 Friele Foods had an 20 % increase in volume with stores handled by Retail24.

During these seven years of cooperation, we have undergone necessary adaptions to meet the demands of today’s marked and to secure highest possible ROI for Friele Foods. We succeeded by visiting selected stores at the right time, with the right team and the best set of tools.

“Retail24 is a confident partner that dares to challenge us as a customer. Together we find new and more optimal ways to drive sales. We at Friele Foods are very pleased to work with Retail24 and their employees who are full of dedication, passion and enthusiasm. They represent Friele Foods brand names in the best way possible!

Jostein Brosstad, Key Account & Sales Field Manager, Friele Foods

The Friele family have been merchants in Bergen since 1799. Their sense of adventure and curiosity have led them to many different places – always on the lookout for new exotic tastes and fragrances. Their driving force has always been to give the Norwegian people a taste of the big wide world.

Since Kaffehuset Friele was sold in 2015, they have continued to focus on foodstuffs through Friele Foods. They bought Brynildsen in 2008 and it became part of Friele Foods in 2015. As part of the strategy, they have also invested and played an active part in the start-up of several exciting businesses, such as the successful craft brewery 7 Fjell.

Friele Foods markets and distributes well-known Norwegian and international brand products in the following categories: cakes and desserts, bread and bakery products, ready meals, beverages, salad dressings, sandwich toppings, oils, sauces, baby food, organic food, gluten-free food and vegetarian food. At Friele Foods, they focus on always offering their customers an exciting range of high-quality products. Trends come and go. This means that Friele Foods always have to stay on their toes and keep abreast of developments.

Their main focus today, as it was in 1799, is on delivering new and exciting tastes to Norwegian consumers.

Kjetil Berentsen

Nordic Director, Sales Services
(+47) 99532732
kjetil.berentsen@retail24.no

Kjetil Berentsen

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