Nói Síríus
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| Company type | Privately held company |
|---|---|
| Industry | Confectionery production |
| Founded | 1920 |
| Founders | Eiríkur Bech, Gísli Guðmundsson, Loftur Guðmundsson, Þorgils Ingvarsson and Hallur Þorleifsson |
| Headquarters | , Iceland |
Area served |
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Key people |
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| Products | Chocolates |
| Revenue |
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Number of employees | 130 |
| Parent | Orkla ASA |
| Website | noi.is |
Nói Síríus is an Icelandic chocolate and confection manufacturer founded in 1920. The company is a wholly-owned subsidiary of the Norwegian Orkla conglomerate. Hallgrímur Benediktsson took over as main owner in the 1920s, and his grandson, Finnur Geirsson, was the company's president up until late 2021 when Lasse Ruud-Hansen took over after Orkla had Bought the rest of the shares in early 2021. Nói Síríus is Iceland's biggest candy producer and its candies have been a traditional part of camping trips since 1933, along with stockfish.[1]
The company produces Tópas and Opal, "fresh breath products" known for being somewhat bitter and soothing a sore throat with menthol and eucalyptus,[1][2] as well as pastilles, sugar twists, assorted chocolates (a Christmas tradition) and Easter eggs. The chocolates come in dark and milk chocolate varieties as well as bars with nuts and raisins, whole hazelnuts, raisins and liquorice chips. The company also produces a "Little Imps" lines for children that includes "candy covered chocolate drops, hot and spicy pepper drops, fruity jellies with a candy shell or colourful little gum drops".[citation needed]
Nói Síríus candies are sold domestically in Iceland and exported, primarily to Russia and the United States.[3] Smaller quantities are shipped to Denmark and the Netherlands under the Oxydent and Fakta brands.[1]
Nói Síríus has also been publicly accused of using artwork created by independent artists for their opal packaging without permission.[4]
International expansion
[edit]In the late 1990s the company purchased a stake in Laima, Latvia's largest candy manufacturer, but sold it in 2004.[5][6] In March 2006 the company bought English chocolate company, Elizabeth Shaw, but sold it in May 2009 and focused on its own brands.[6]
Acquisition by Orkla
[edit]In August 2019, Orkla acquired a 20% minority stake in Nói Siríus.[7] In May 2021, the Norwegian conglomerate completed the acquisition of an additional 80% ownership share in the company, securing full ownership approval from the Icelandic Competition Authority, thereby increasing their stake in the company to 100%.[8]
Candy culture
[edit]Chocolate is a mainstay of Icelandic culture. Nói Síríus produces 300,000 chocolate Easter eggs in a nation of 340,000 people.[9] The Easter eggs are made at the company's Reykjavík plant, and a note with a saying is put into each egg.[10] Icelandic liqueurs bearing the Tópas and Opal name have also been introduced, achieving some acclaim, with filmmaker Quentin Tarantino's description of them as "the worst drink on earth" after an evening imbibing them.[1]
The company also made news in 2007 for a controversial marketing campaign and promotion stunt that had people join a Labor Day demonstration with signs labeled with Nói-Síríus-produced Tópas candy while shouting advertising slogans.[11]
References
[edit]- ^ a b c d "A Sweet Friend of the Icelandic people; Nói Síríus expands beyond domestic shores". Issues and Images Iceland. 2: 13. 2006.
- ^ Moerland, Mariska (August 13, 2018). "Icelandic Candy You Should Try". WhatsOn Iceland. Retrieved December 4, 2019.
- ^ "Icelandic Easter eggs at Whole Foods". Iceland Review. February 23, 2007. Retrieved December 4, 2019.
- ^ "Odee sakaður um myndstuld á Opal-umbúðum sinum". www.frettabladid.is (in Icelandic). Retrieved 2022-05-27.
- ^ Arklina, Ilze (January 18, 2001). "Deals show some investors are not so sweet". The Baltic Times. Retrieved December 4, 2019.
- ^ a b Gudmundsson, Haraldur (April 16, 2014). "Seldu 434 tonn af sælgæti til átta landa" [434 tons of candy sold to eight countries]. Vísir.is (in Icelandic). Retrieved December 4, 2019.
- ^ White, Martin (August 22, 2019). "Orkla acquires stake in Icelandic chocolate company Nói Siríus". foodbev.com. Retrieved December 4, 2019.
- ^ "Kaup Orkla ASA á öllum eignarhlutum í Nóa Síríusi hf" (PDF). Samkeppni.is (in Icelandic). The Icelandic Competition Authority. 27 May 2021. Retrieved 16 September 2023.
- ^ Eye Candy Summer 2008, Vol. 8, No. 3, Pages 39–42 , DOI 10.1525/gfc.2008.8.3.39 August 7, 2008 Gastronomica
- ^ "Icelanders to Eat One Million Chocolate Easter Eggs". Iceland Review. March 22, 2013. Retrieved December 4, 2019.
- ^ "Nói-Síríus criticized for advertising in demonstration". Iceland Review. May 2, 2007. Retrieved December 4, 2019.
External links
[edit]Icelandic brands | |
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