• Greenfield Innovation

    Creator of consumer brands with a particular strong focus on the food & beverage sector

  • Greenfield Innovation

    Creator of consumer brands with a particular strong focus on the food & beverage sector

Greenfield Innovation

GFI is of the leading EMEA creator of consumer brands with a particular strong focus and track record in the food & beverage sector. GFI has created multiple award winning brands, launched via a global network which has sold >100 M units over the last decade.

GFI springs out of the family company Norslund - founded in 1772 - and since then has maintained a rigorous focus on the European consumer industry with particular emphasis on food and beverage, providing an unbeatable understanding of consumer sector dynamics and launching and managing brands internationally.

Global network

Our ever expanding network of business partners has in
the past years created. YoY growth of +100% for our partners, provided cost effective market penetration, whilst allowing for NPD development and testing - before launched in key markets

Innovation Matrix

Careful evaluation of drivers for Success. GFI has developed an series of benchmarks against which to analyze innovation potential. The drivers are wide ranging and some are more applicable than others in each case. In any event, few innovations / brands “tick” all the boxes and therefore overall assessment is driven more by a balance across a number of drivers.


  • Fit with customer trends
  • Market growth rates
  • Importance to retailers / customers
  • Proximity to other categories for stretch
  • Competitor profile and activity
  • Pool of profit available


  • Branded sales share and mix
  • Scale of individual brands in portfolio
  • Nice, regional, national or international brands
  • Brand metrics incl. penetration, advocacy, repeat purchase, ability to lead pricing
  • Balance of above and below spend


  • Products in the right segment of the category (size / growth)
  • Product differentiation / value add
  • Appropriate NPD (big wins vs small plays)
  • Overall right production, right product quality and sustainability.


  • Win with the winners
  • Customer margins
  • Customer concentration
  • Route to market capabilities across all buying occasions.
  • Performance vs expectations
  • T&C


  • Depot network
  • Sourcing and supply chain expertise, security and volatility of supply side
  • Capacity
  • Opportunity for cost reduction (supply chain)
  • Service levels
  • T&C for suppliers and customers

Company & financials

  • Shareholder objectives
  • Company strategy and focus
  • Margins and levels of support
  • Management and employees
  • Financial strength
  • Growth opportunities
  • Company and shareholder structure
  • Working capital

Partner Network

The value proposition and individual business objectives needs to be clear GFI creates value through co-creation

  • GFI has an unbeatable understanding of the EMEA food and beverage market, and are constantly looking for new innovations opportunities together with partners world wide. New market entry mode, concept and positioning, organization structure, logistics etc.

  • Via our highly Experian's creative designers and scientist, we co-create products concepts with our partners. We take gladly calculated risks and make investment in what we believe in.

  • Via our network of manufactures of high quality products, we are able to develop and supply products concepts and assortments that fits the modern consumer.

  • Via our sales representation, GFI put our brand in front of the decision makers in more than 25 new markets looking for brands and propositions. Our local team on the ground bringing the local infrastructure of order to cash, warehousing & logistics and offices .

  • Local presence. Most aspects of business can today be solved with a good wifi connection, however, when it comes to making sure our brand is top priority with +20 local partners across EMEA, it requires easy access to the local markets and the ability to meet regularly and when needed.

  • Greenfield creates the business and values. Our business are based on human relations and our model is 100% transparent. We disclose all relevant information to our business partners and are focusing on long term relationship and friendship.

  • Brand owner mentality and understanding what creates value for GFI and our partners based on sustainability in all respects'.

Greenfield Innovation ApS // Fiskerbakken 5, 3250 Gilleleje, Denmark // + 45 20 20 27 22 // info@greenfieldinnovation.dk