I have long thought that the Nordic stock exchanges are withering away significantly if they cannot attract new growth companies to list, and if PE (Private Equity) funds snatch up all the new startups, focusing on dumping their holdings onto the lists at inflated prices only after all the growth and value creation has already been done. Cases like Dellia really make you wonder if there’s any sense in this when, for example, the calculus of the Kirirom acquisition changes for both parties mid-transaction because the value of the stock used in the deal fluctuates so violently due to a single quarterly earnings report.
Incidentally, the thought crossed my mind that the management might have consciously delayed the realization of the acquisitions from Q2 to Q3, as the first credible M&A proposals have started to land on the table. It is not yet known whether a potential counterparty wants a completely vertical mango company and the Kirirom factory included in their deal at all, so it is likely sensible in general to postpone the realization of this acquisition until later in the autumn, when the situation becomes clearer.
Could the reason simply be that no trades were executed after that time? The stock doesn’t have very high daily trading volumes, after all. Though, I agree that having zero trades in the last couple of hours does seem odd…
Unless, of course, you noticed at, say, 3 PM that trading for the stock was already closed? In that case, it would have actually been closed, and it just looks like there was no volume in hindsight.
Trading was halted; as I understand it, it was related to static volatility bands when the stock rose by more than 10%. These work differently in Norway than in Finland, so I’m not entirely sure how it functions. I’d be willing to bet that it will continue as normal tomorrow.
If trading were suspended for a valid reason, there should have been a release issued about it, which didn’t happen this time. Dellia opened absurdly low and broke the +10% static collar from the opening mid-day, so we went into a reopening auction. After that, it apparently kept trying to open from the auction above that +10% mark, so the stock’s trading was suspended.
So, was it this one? Finland’s biggest and grandest Prisma and the shelves are looking pretty bare on a Monday evening. Has El Niño messed up the harvests and caused supply issues, or are Finns really this stupid when it comes to Sunshine Delights products? Though, there are definitely other brands out of stock too.
Those chocolate-dipped mangoes in the picture were actually pretty good! Unpopular opinion, but I thought the basic Dellian mango was completely inedible. It tasted like pure sugar, and I guess that’s what it mostly is in terms of calories… I’m not a mango snob; I usually enjoy my mangoes fresh or in smoothie form.
I grabbed the bags at Citymarket, where they were not only on the shelf but also in large discount bins in two different parts of the store. You really can’t get more prominent placement than that in a store, and I suspect demand will hit its peak soon. These spots were previously filled by things like Krookies or Kombuchas, which were great products, but whose demand has completely faded. When the novelty wears off, both the investor’s and the average customer’s interest quickly shifts elsewhere. Of course, there is still a lot of the world to conquer, but with a mediocre product and no significant competitive advantage in the distribution network/logistics, it’s hard to see margins holding up for years to come.
I wish success to those who have invested in this, but I’ll be watching from the sidelines.
Dried mangoes don’t usually taste like anything else, and as far as I understand, they are being marketed as a substitute for candy.
I also tested a couple of packages of Sunshine Delight mangoes over the weekend, and I was positively surprised by the quality of the dried mango slices. They are very consistent and easy to chew, unlike many other similar products. I’ve mainly eaten my dried mangoes in Southeast Asia, which might explain some of the variation in quality. But these tied for the top spot with Filipino premium mangoes, which already cost closer to 2 euros per bag (100g) over there as well.
I haven’t come across other competitors operating here yet, but I’ll test them as soon as I get the chance. I don’t own any Dellia stock, at least for the time being.
I’ve been wondering about their pathetic marketing on social media. Their Instagram and such are at a ridiculous level. There is still a looooooot of potential to be unlocked there.
Inspired by this, I took a look myself at what kind of marketing has been done on social media. Apparently, many commercial collaborations have been carried out with various wellness and lifestyle influencers as well as athletes. The commercial partner with the most reach was Janni Hussi, who has 379,000 followers on Instagram. The collaboration is only about two weeks old. There was also another wellness influencer with over 130,000 followers. Otherwise, collaborations had been done with entities, especially lesser-known athletes, who had fewer than 10,000 followers or even significantly fewer. Some giveaways also appeared to have been done, with hundreds of tags in the comments to participate.
Clearly, the product has been branded for athletes as a quick and convenient snack or dietary supplement, as well as a substitute for sweets. Influencer marketing is certainly a good way to spread awareness about this type of product. I wonder how much the company has to pay for these commercial collaborations to influencers with greater reach. I would assume that, for example, higher-profile athletes would already command five-figure sums? There is probably room for improvement in that area, but the collaboration with Hussi seems to be a step in the right direction.
P.S. Has anyone found these dried mandarins? I haven’t seen them anywhere myself.
