Vision and strategies


At Duni we are passionate about being outstanding in our field;
to grow into the world’s most attractive provider of inspirational table top concepts and creative take-away solutions.
With our minds set on food, people and design we have the ambition to always supply goodfoodmood to any eating and drinking occasion.


Duni works based on a business model which is optimized to provide the market with Goodfoodmood® on every occasion when food and drink are served. Thus, Duni produces and delivers a wide range of products for the set table and for take-away, particularly the premium segment. The product ranges are developed under Duni’s own brand as well as under the customers’ private labels.

The customers and their needs change over time. In order to best meet the demand, the organization is divided into five business areas, each of which is a specialist in its customer segment. In this way, products, processes and offerings can meet the market’s expectations and needs.


The full vertical integration of Duni’s paper-based production is the factor that primarily distinguishes Duni from other companies in the industry. This integration means that Duni has full control over the entire value chain, from material production in the paper mill to converting in its own plants and distribution to wholesalers or end customers. Thanks to the integrated value chain, Duni enjoys the significant competitive advantage of being an expert when it comes to materials for napkins and tablecoverings. This also reduces the price risk, increases delivery certainty and provides a possibility to plan design and material renewal. Duni is thereby able to drive the material production market and establish standards on the market.

Currently, approximately 70% of the Group’s products are paper-based. Other materials and products are purchased from external suppliers. This provides scope for flexibility and a high pace of innovation within different product segments.


All business areas work in accordance with a customer and market-driven strategy in order to to create concepts that provide Goodfoodmood® experiences. Processes, innovation and marketing are based on analyses of market patterns and customer needs. In this way, customer benefit is created in all stages and concepts are optimized to meet trends and wishes. Consequently, there is close cooperation between the marketing department, product developers and production managers.

Sales takes place through distributors, wholesalers or directly to end customers. Close dialogue is conducted with the end customer, irrespective of the sales channel. In this way, important information is obtained regarding existing needs, at the same time as the entire product range can be presented. Thanks to this approach, product launches are more likely to hit their target, while relations with customers are strengthened.


Duni creates Goodfoodmood® essentially from four main components, namely color, design, material and table setting. Duni is an expert within these areas and is driving development in the industry. In addition, by acting flexibly and proactively, Duni creates on trend concepts that generate both customer benefit and profitability. Follow-ups are conducted regularly through measurements based on sales, profitability and turnover rate criteria.


Within the take-away product segment, Duni creates customized solutions that profile the customer’s brand. Duni contributes value by offering product concepts or product ranges that are unique in form, design, function and material. Cooperation takes place primarily with international chains that are already established on a number of geographic markets. Accompanying the chains into new markets is a good way of creating increased geographic presence and growth.


The business model is structured to facilitate growth, both organic and through acquisitions. In this way, Duni is achieving its objective of becoming Europe’s leading manufacturer of tabletop and take-away concepts.