From trusted supplier to everyday ally in children’s nutrition
The challenge
Serving over 16,000 children daily, Fru Hansens Kælder had become a trusted presence in institutional kitchens across Denmark. But their identity no longer captured the full scope of what they do best, combining deep nutritional expertise with operational insight, hands-on collaboration, and a clear sense of purpose. To support future growth, they needed to sharpen their strategic foundation, strengthen their core business, and make their value more visible, not just to institutions and municipalities, but to parents. Parents who increasingly care about the food their children are served, and who play a growing role in shaping demand.
The solution
We developed a clear mission and vision, refined their values and value proposition, and built a brand platform designed for long-term development. At the heart of it was a new communication concept that connects with both institutions and families, rolled out across key channels like social media and physical packaging. By speaking directly to parents, Fru Hansens Kælder can now create pull from the outside in, helping ensure they’re present where it matters most. Through this approach, the brand is better positioned to grow awareness, shift perceptions, and strengthen its role as a trusted, long-term partner in children’s everyday wellbeing.
All tied together in a confident, caring tagline: Frokost i børnehøjde.
How can we help you?
Are you interested in doing a project or a partnership with us?
Or just curious on how we can help you grow your brand or business - don't hesitate. Reach out today.
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reception@coplus.com