Being a little long in the tooth, and an Internot person, I’ve come quite late to the KoRo party. I only spotted the brand this year, on the shelves of REWE, as I embarked on my heathy eating kick in Spring.
The branding and design interested me as much as the selection of products. It’s reminiscent of Cranks (a UK vegeatarian chain of restaurants back in the last century) - a little ironic, almost taking the piss out of itself as a “knit your own joghurt” sort of brand. As for the products, I think the common factor is non-perishable health food. Oh, and large pack sizes.
I’ve since noticed KoRo on the train, Deutsche Bahn, no less. Respect, as they say around here.
For the current KoRo range, have a look here . Dried fruit, nuts, seeds and grains, peanut and other nut butters and spreads, tinned pulses, crips, snacks, biscuits, even chocolate bars. And they’ve gone into storage jars and kitchen utensils, too.
KoRo was founded in Berlin back in 2012. And what’s interesting is that health food wasn’t part of the original concept. The idea at the beginning was more about the bulk packs, sustainability and more transparence in the supply chain. The initial website sold detergents and cleaning products “rescued” from damaged packaging.
The more KoRo’s founders worked in the area of packaging and e-commerce, the more they learned. For example, that many vegan and vegetarian non-perishable food were sold in tiny packs, and contained loads of additives. Idea!
And the marketing strategy has contributed to the brand’s growth - not just in sales terms but in people’s attachment to the brand. KoRo has been using influencer marketing via YouTube before it was called influencer marketing. Around 90% of the budget goes here and on Instagram
Partnering with creators, influencers, call them what you like feels right for KoRo - it’s a natural fit, like date and walnut.
KoRo is one of Germany’s fastest growing brands, with plans to scale-up further, into cafes and ice-cream parlours.
Not bad for a fruit and nut case.
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