Changes are underway in the Update empire

Norbert Schobert, the founder of the Update lifestyle and brand has announced: in the future products will be marketed under the Update LOW CARB name. Our magazine interviewed Norbert Schobert, owner and managing director of Norbi Update Lowcarb Zrt. and Péter Geszti, creative director of Grund Kommunikációs Kft. about the new business strategy and the related communication campaign.

 – What started the changes and what are the new objectives of the brand?

Norbert Schobert: – There were many factors that made the changes necessary, and one of these was that after 10 years I let myself to be convinced to enter the shops of retail chains with Update products.Today we have more than 330 products and we are entitled to sell 10 percent of these in stores other than Update shops.

_{Norbert Schobert, owner – managing director of Norbi Update Lowcarb Zrt. (right)
and Péter Geszti, creative director of Grund Kommunikációs Kft. (left)}

_{(Photo: Gergő Szűcs)}

Péter Geszti: – I see several great business opportunities in the Update brand. These products are much better than people generally think and more shoppers will buy them if they are available in new channels of retail.

N. Sch.: – At the moment 100 Update shops realise HUF 5-billion sales in a year. Another HUF 5 billion comes in from food delivery and dairy products. Péter says there is 10 times more money in there. It was also his company that came up with the new strategy and the Update LOW CARB brand name.

– How does the new strategy look like and what elements are affected by the renewal?

P. G.: – The slogan tells it all: Eat well, feel well! This is the message of the brand, which combines an active lifestyle with healthy eating. Products got a new packaging and the design of Update shops also went through an overhaul.

N. Sch.: – Thanks to the new packaging design, sales grew by 20 percent already at the end of last year, before the campaign even started.

– What are the advantages for a shop if they start selling Update LOW CARB products?

N. Sch.: –A GfK survey from 2017 revealed that so far Update products have helped 750,000 Hungarians to lose weight. The brand is the strongest in the 18-49 age group, so our products can realise a sales growth in the mid-premium segment with their competitive prices. What is more, presently no shop offers this wide a selection of low-carb foods.

– How are the products manufactured?

N. Sch.: – Update LOW CARB products undergo many tests and quality inspections; we even do control examinations to make sure that the production process meets the highest quality standards. Certain products are already available in gluten-free version. Those who choose Update LOW CARB product only say goodbye to gaining weight, not to traditional, good flavours.

 – Which retail chains will start selling Update LOW CARB products? Do you need new partners for you franchise network?

N. Sch.: – In the spring our products will appear on the shelves of Rossmann drugstores, and one month later they will be present in every Hungarian organic and health shops via MediLine. As for our franchise partners, their number will reach 130 this year. Our goal is to have 200 Update LOW CARB shops in Hungary.

– During the advertising campaign where can we come across the brand?

P. G.:– Just like all big brands, Update LOW CARB uses television commercials. We also pay special attention to product packaging as a communication platform. The brand has a strong presence online too.Authenticity is of utmost importance for Update LOW CARB, so real consumers are featured in the commercials.

N. Sch.: – I decided to take a step back as a person, as the face of the brand, and will focus only on managing the company. My wife Réka will remain the face and ambassador of Update. (x)