Rema 1000 faces backlash over flavored “smakskit” term in Norway

The launch of new products in grocery stores often generates excitement, and this is particularly true in central and northern Norway where a recent release has captured attention. Rema 1000, the Norwegian supermarket chain, introduced a range of flavored products termed “smakskit” in their R-series, aimed at making Asian cuisine easily accessible.

However, the use of the word “kit” has sparked mixed reactions on social media. Grocery expert Odd Gisholt expressed concerns about the terminology, stating, “I find it a bit distasteful to use ‘kit’ in this context.” The term has prompted humorous interpretations and raised questions about language use in marketing.

Gisholt remarked on the growing trend of using English in everyday communication, particularly among the youth, suggesting that such expressions are becoming more common. The supermarket chain employs English phrases, like “crazy deals,” to resonate with younger customers. Gisholt noted a noticeable shift as traditional Norwegian terms fade away.

Daniel Gusfre Ims from the Language Council commented on the implications of blending Norwegian and English, highlighting that not all new terms are widely understood, which can lead to confusion. He suggested using more familiar Norwegian terms like “sett” or “pakke” instead of “kit.”

In response, Rema 1000’s marketing director Pia Mellbye admitted that the shop had not initially considered the potential backlash over the term. She explained that the decision to use “smakskit” was made to communicate clearly with customers, as the English term “cooking scratch kit” might not be as easily understood. Mellbye defended the familiar use of the word “kit,” pointing to its prevalence in products like “taco dinner kit” in supermarkets for years.