Maybe you have noticed? We have proclaimed ourselves to be ”Organic originals”. We were here first and we still lead the way with regard to organic products. Since 1972, we have fought for organic products and been pioneers within the organic industry. The title as organic front-runners is still ours. We are proud of the fact that we are pushing organic products forwards by developing many urtekraminnovation/, and make it possible for most people to buy organic products in their local shop. We still have the pioneer spirit and originality with us every day, because we are dedicated to developing the area of organic products.
We would like to tell you much more about this story. Therefore, we need a new messenger, running ahead and spreading the word. And our new pay-off "Organic originals" fits that role perfectly. It is our little appetiser, using a delicate ambiguity between the seriousness and subtle humour that come so naturally to us. It describes Urtekram as the original, organic brand that we are. And at the same time, it says something about all of us behind the products, all the herb merchants (from the Danish word "urtekræmmer"). Or originals, if you like.

Times change, and so do pay-offs. Therefore, our former pay-off "Pure Ingredients. Nothing else." has been given a much needed rest, while we bring other sides of Urtekram into focus. "Nothing else" is a strong concept, which clearly communicates pureness, safety and thoughtfulness. It has done a good job for us. So good that several other brands have now also discovered its strength. It makes us very proud that we are able to inspire others to tell the same story that we have told since 1972. Therefore, we are putting "Nothing else" in the place it now belongs with us. At the end after all our lists of ingredients.

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