Irma most sustainable brand in Denmark

US fast food chains among the brand stragglers

The supermarket chain Irma has been named the most sustainable brand in Denmark, according to the 2015 Sustainable Brand Index.

Irma, which last October announced it would stop selling fabric softener at all its 81 stores, finished top of the index after finishing fourth in 2014, while last year's winner SuperBrugsen dropped into second place.

“Irma's top placement speaks volumes about the enormous work it has invested into its brand,” Erik Hedén, the CEO of Sustainable Brand Insight, which is behind the index.

“The reasons are the chain's sharp focus on organic food products and a goal to be 50 percent organic in ten years.”

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Coop branding iron hot
Supermarket chain owners Coop had four chains in the top five on the index. Aside from Irma and SuperBrugen, Kvickly was third and Dagli'Brugsen fifth, while Ikea was sandwiched in between in fourth.

Arla, Rema 1000, Rynkeby, Sygeforsikringen Danmark and Matas completed the top 10. At the bottom of the brand index were furniture chain Biva and the two fast food chains Dominos and KFC.

The Sustainable Brand Index started in Sweden in 2011 and was expanded in 2013 to include Denmark, Norway and Finland.

The index (here in English) is compiled from survey answers from 27,000 consumers concerning 709 brands, including 164 brands in Denmark.