Proteinbolaget is making a big move towards sustainable e-commerce, a new brand, and AI: ‘One goal is to become a leader in the Nordic region.’

Mårten Åkeson, vd och grundare Proteinbolaget, och Caroline Haglind, CFO Proteinbolaget.

“The e-retailer Proteinbolaget is investing in new sustainability goals and accelerated profitability through technological innovation to help them decode changing buying habits.

Earlier in June, Proteinbolaget announced its expansion plans in Finland and the goal of reaching a turnover of SEK 100 million by the end of 2025. Now, they also announce new sustainability goals along with new revenue targets of reaching half a billion in turnover within two years.

“We recently joined ‘Sustainable E-commerce’ and are focusing heavily on new sustainability goals, with a focus on logistics and packaging, including reducing the number of returns and air in the packages. No ’empty’ trucks should leave our warehouse. In addition to that, we are currently focusing on refining demand forecasts for our products and planning the development of our own brands. We have found a Swedish company that has become our internal ‘ChatGPT’ for procurement, and we will build our entire business on it. One goal is to become a leader in the Nordic region, and we want to streamline our organization without it becoming too large,” says Mårten Åkeson, founder, and CEO of Proteinbolaget.

“To achieve our high turnover goals, we have started working with AI and Binary Brains, which feels incredibly exciting and not a minute too soon. We handle about 11,000 SKUs, have around 150 brands on the website, and are heavily investing in our own brand GAAM, where we currently have over 300 unique products that we want to make one of the most appreciated dietary supplement brands in the Nordics. In addition, we will also launch a new brand called Fitnessjunkie, an online brand that is budget-friendly yet maintains good quality. Getting help from AI to manage all of this while making us more efficient will take our organization to the next level,” says Caroline Haglind, CFO of Proteinbolaget.

“We are very pleased to collaborate with an e-commerce company like Proteinbolaget, which has high sustainability and profitability goals and wants to gain more market share in a way that is sustainable for their entire organization. We share common goals of working with partners and customers with good values as a foundation, especially in such a complex and fast-paced industry as e-commerce facing significant challenges right now. Together, we have laid the foundation for an innovative way to predict purchases for all their items at a level that only accurate AI models can contribute to. Their investment in technological innovation in this way will definitely help them step up efforts to reduce production and procurement costs and increase the growth rate. It will be incredibly exciting to follow,” says Jacob Kihlbaum, founder and CEO of Binary Brains.”

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