Pet food departments in grocery stores in Sweden are subject to fierce competition. Big international brands are moving in with large and colorful assortments that take up space, and with products that people recognize. This means that smaller brands tend to fade away. Mjau was a marginalised player threatened by the big budgets of multinational corporations, limited in terms of product development, marketing funds and clear selling points. 

When we started working with Mjau they were a stagnated brand suffering from a decline in sales and with only two profitable products. So how do you compete barely without shelf space against the sharks of an entire category? 

“Things are going well for Mjau, and the last two years we have gone from an unprofitable company to a profitable one. SDG is a big part of this. They have created a strong foundation to work with our brand.”

Anna Lindblad, Brand Manager Mjau


With extensive research and close collaboration with the Mjau team, we helped the brand reestablish and clarify its values that makes them the original Swedish cat food brand. We understood that simple packaging and messaging with focus on the strengths of the company would make consumers understand the brand benefits, and ultimately buy the products. Together we made a huge turnaround, which meant the beginning of something big. 


Mjau is today the leading cat food brand in Sweden, beating numerous competitors including multinational cooperations. It took us just under three years to go from bottom numbers and a sinking company, to the best in category.