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Kalles Egg Timer

Issue 22 | March 2012

Background

Kalles Kaviar is more than a famous fish roe spread. It’s one of the most loved brands in Sweden and the classic blue and yellow tube is considered a national icon. For many Swedes it just wouldn’t be breakfast without a tube of Kalles on the table. But research into how Kalles is actually consumed revealed that 59% eat it only with sliced boiled eggs. So, to increase sales the idea was to get more people to eat eggs.

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