New momentum for Update

The Update program has reached a level of development where highly organised management, a professional approach and a uniform brand image are needed. In Hungary, seven people die every hour as a result of diseases related to obesity. Over 3 milion people are obese and nearly 1 million suffer from diabetes. As a result of increasing demand for a healthier diet, prospect for the lifestyle program launched by Norbi look good. At first glance, the Update system is simple. Products receive codes: one if they help to reduce bodyweight, two if they allow bodyweight to be maintained and three if they increase weight. Update made a big impact in the FMCG market when it was launched five years ago under its original name “Norbi Update”. The TV show “Big Loss” has given the program new momentum, communicating its basic message: “you have to lose weight”. According to Norbert Schobert, general director of Update Magyarország Zrt., the TV show has catalysed the transformation of the brand. He will focus on creative work and providing advice in the future. Over 50 products of more than 20 manufacturers, with total sales of HUF 3 billion have become part of the Update program so far. At the moment, the flour and bakery segment seems to be the most promising. The Update program holds the license of a special flour mixture which is 90 per cent free of carbohydrates. Sales of all bakery products made with this flour are rising steeply. They have also been cooperating very successfully with SIÓ. Update is looking for a partner to help them expand in the market of zero calorie carbonated drinks. Norbi also sees great potential in Update sweeteners. Update will soon have a new image. Spar will remain their strategic retail partner.