SuperbrandS Finland 22 Market Vaasan & Vaasan is
Market Vaasan & Vaasan is the second largest crispbread manufacturer in the world and Finn Crisp crispbreads and thin crisps have been for decades well-established and recognized worldwide. Vaasan & Vaasan exports crispbreads manufactured in Finland to some forty countries globally. The company’s major export markets are the Nordic countries, Germany, the US, Russia and the UK. It is one of the most well-known Finnish food brands in the world since approx. 75% of the total crispbread production of Vaasan & Vaasan is exported globally i.e. 60 million Finn Crisp consumer packs, and it is estimated that the Finn Crisp branded products are sold in over 50,000 outlets worldwide. The largest crispbread consumption is in the Nordic countries, which have long traditions and heritage of crispbread. It is an everyday enjoyment offering a tasty and healthy bread alternative. Per capita consumption is highest in the Nordic countries. The average consumption in Finland is about two kilos per capita whilst the consumption in the world’s largest crispbread market, Sweden, is about four kilos per capita.
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Superbrands Finland
Crispbread is perceived, outside the Nordic region, as a more festive and special bread type offering a healthy alternative for modern and trendy people. The global crispbread markets have lately seen growth as more and more consumers start to appreciate not only the good taste and convenience of crispbread but also the healthiness of this unique product. Achievements Finn Crisp thin crisp and crispbread sales have developed very well during the past ten years and it has become an international brand. Significant growth has been seen particularly in new markets like Russia and other emerging markets. All European markets have had good
solid growth meaning that Finn Crisp branded products are ranked second in the world. It is No. 1 in the world in thin crisps, which have been exported for over 50 years. The Vaasan & Vaasan factory has been certified with ISO 9001 and 14001 environmental standards, as well as the British Retail Consortium highest level certificate. The global crispbread markets have increased during the past few years, and Finn Crisp global market share has also increased. Finn Crisp has received many awards, most recently in 2003 in Germany where the new Finn Crisp line extension was voted the second best new product in 2003. History The Vaasan & Vaasan Group’s 150-year history can be traced back to 1849, when the first steam mill was established in the city of Vaasa. Bread-making, both fresh and crispbread, was added to the mill operations in 1904 and would become the sole focus in 1990, when milling was given up completely. Finn Crisp
thin crisps were first launched in 1952, the same year of the Helsinki Summer Olympic Games, with Scandinavia being its main market. Today Vaasan & Vaasan is the largest producer of thin crisps and the world’s second largest producer of crispbreads with over 100 years experience in crispbread baking. Crispbread is a traditional bread product, favoured in Northern Europe in particular. Earlier, when industrially produced bread was
scarce, long shelf-life made crispbread popular. Home-baked bread had to last a long time and was therefore baked in large quantities at a time. Product Today many more attributes of the crispbread determine its popularity. In Northern Europe it experiences a new coming: there is an abundance of taste varieties and textures available and crispbread is a popular snack between meals. It is also used as a supplement for any meal, replacing fresh bread, and even has its own place on the cheese platter. With a dip
sauce, crispbread becomes an hors-d’oeuvre or a snack, much more fibrous and healthy and far less fatty than most equivalent alternatives. The current Western diet contains too little fibre. Products such as Finn Crisp, which are made from wholegrain, are an excellent source. The numerous scientific studies that support the health benefits of rye and fibre now contribute towards an increasing consumption of crispbread on many markets, old and new, especially among people with an active interest in well-being and health.
active marketing strategy demands innovative and close work with local distributors. Finn Crisp has traditionally been promoted through different kinds of activities in the export countries: tastings, on-pack promotions, advertisements in store magazines, and product- and fibre information brochures. When producing Finn Crisp TV-commercials, prints and PR, Vaasan & Vaasan uses the whole marketing mix. Finn Crisp package designs communicate the good taste and fibre content. “Baking traditions since 1849” is printed on all Finn Crisp packages, reminding consumers of its more than 150 year’s baking history.
Recent Developments As a result of active and innovative product development, Finn Crisp has reached its position as one of the most well-known Finnish food brands in the world. The traditional and renowned Finn Crisp brand look has just slightly renewed. Studies show that consumers associate the traditional, red Finn Crisp packaging colour with high-quality products and delicious flavours. The new, modern and dynamic packaging respects the brand’s solid reputation and bakery traditions, as well as improves shelf visibility as the product range gets a more uniform appearance. The Finn Crisp dry baked goods product family includes thin crisps, round and rectangular crispbreads and cereal cakes. The range is now being extended with new additions in the form of crackers and crisprolls. These new product types strengthen position of Finn Crisp as a leading Finnish food brand not only in the crispbreads but also in the whole dry baked goods category.
Brand Values The overall consumer perception of crispbread is very positive. Delicious taste as well as a hard and crunchy texture is often referred to as strengths. Thin crisps are favoured because of their delicate thinness. Healthiness is the key: crispbread is nutritious, rich in fibre and low in calories. Consumers appreciate both the emotional and functional benefits: pleasure, well-being, convenience and enjoyment while staying slim and being healthy. Finn Crisp is associated with characteristics such as high quality, good taste, and thinness. It is perceived as something “a little better” than ordinary crispbread. Finn Crisp means a classic Finnish delicacy for everyday enjoyment and well-being. Finn Crisp is a high source of fibre and is made with all natural ingredients.
Promotion The Finn Crisp brand is strongly managed from Finland and the company has invested in both below- and above-the-line marketing. The
Things you didn’t know ABOUT… Finn Crisp • Vaasan & Vaasan is Finland’s third oldest food manufacturing company founded in 1849 in the city of Vaasa. • Crispbread has been produced since 1904. • Only six slices of Finn Crisp wholegrain rye crispbread provides half the daily recommended fibre intake. www.finncrisp.com
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Superbrands Finland
Crispbread is perceived, outside the Nordic region, as a more festive and special bread type offering a healthy alternative for modern and trendy people. The global crispbread markets have lately seen growth as more and more consumers start to appreciate not only the good taste and convenience of crispbread but also the healthiness of this unique product. Achievements Finn Crisp thin crisp and crispbread sales have developed very well during the past ten years and it has become an international brand. Significant growth has been seen particularly in new markets like Russia and other emerging markets. All European markets have had good
solid growth meaning that Finn Crisp branded products are ranked second in the world. It is No. 1 in the world in thin crisps, which have been exported for over 50 years. The Vaasan & Vaasan factory has been certified with ISO 9001 and 14001 environmental standards, as well as the British Retail Consortium highest level certificate. The global crispbread markets have increased during the past few years, and Finn Crisp global market share has also increased. Finn Crisp has received many awards, most recently in 2003 in Germany where the new Finn Crisp line extension was voted the second best new product in 2003. History The Vaasan & Vaasan Group’s 150-year history can be traced back to 1849, when the first steam mill was established in the city of Vaasa. Bread-making, both fresh and crispbread, was added to the mill operations in 1904 and would become the sole focus in 1990, when milling was given up completely. Finn Crisp
thin crisps were first launched in 1952, the same year of the Helsinki Summer Olympic Games, with Scandinavia being its main market. Today Vaasan & Vaasan is the largest producer of thin crisps and the world’s second largest producer of crispbreads with over 100 years experience in crispbread baking. Crispbread is a traditional bread product, favoured in Northern Europe in particular. Earlier, when industrially produced bread was
scarce, long shelf-life made crispbread popular. Home-baked bread had to last a long time and was therefore baked in large quantities at a time. Product Today many more attributes of the crispbread determine its popularity. In Northern Europe it experiences a new coming: there is an abundance of taste varieties and textures available and crispbread is a popular snack between meals. It is also used as a supplement for any meal, replacing fresh bread, and even has its own place on the cheese platter. With a dip
sauce, crispbread becomes an hors-d’oeuvre or a snack, much more fibrous and healthy and far less fatty than most equivalent alternatives. The current Western diet contains too little fibre. Products such as Finn Crisp, which are made from wholegrain, are an excellent source. The numerous scientific studies that support the health benefits of rye and fibre now contribute towards an increasing consumption of crispbread on many markets, old and new, especially among people with an active interest in well-being and health.
active marketing strategy demands innovative and close work with local distributors. Finn Crisp has traditionally been promoted through different kinds of activities in the export countries: tastings, on-pack promotions, advertisements in store magazines, and product- and fibre information brochures. When producing Finn Crisp TV-commercials, prints and PR, Vaasan & Vaasan uses the whole marketing mix. Finn Crisp package designs communicate the good taste and fibre content. “Baking traditions since 1849” is printed on all Finn Crisp packages, reminding consumers of its more than 150 year’s baking history.
Recent Developments As a result of active and innovative product development, Finn Crisp has reached its position as one of the most well-known Finnish food brands in the world. The traditional and renowned Finn Crisp brand look has just slightly renewed. Studies show that consumers associate the traditional, red Finn Crisp packaging colour with high-quality products and delicious flavours. The new, modern and dynamic packaging respects the brand’s solid reputation and bakery traditions, as well as improves shelf visibility as the product range gets a more uniform appearance. The Finn Crisp dry baked goods product family includes thin crisps, round and rectangular crispbreads and cereal cakes. The range is now being extended with new additions in the form of crackers and crisprolls. These new product types strengthen position of Finn Crisp as a leading Finnish food brand not only in the crispbreads but also in the whole dry baked goods category.
Brand Values The overall consumer perception of crispbread is very positive. Delicious taste as well as a hard and crunchy texture is often referred to as strengths. Thin crisps are favoured because of their delicate thinness. Healthiness is the key: crispbread is nutritious, rich in fibre and low in calories. Consumers appreciate both the emotional and functional benefits: pleasure, well-being, convenience and enjoyment while staying slim and being healthy. Finn Crisp is associated with characteristics such as high quality, good taste, and thinness. It is perceived as something “a little better” than ordinary crispbread. Finn Crisp means a classic Finnish delicacy for everyday enjoyment and well-being. Finn Crisp is a high source of fibre and is made with all natural ingredients.
Promotion The Finn Crisp brand is strongly managed from Finland and the company has invested in both below- and above-the-line marketing. The
Things you didn’t know ABOUT… Finn Crisp • Vaasan & Vaasan is Finland’s third oldest food manufacturing company founded in 1849 in the city of Vaasa. • Crispbread has been produced since 1904. • Only six slices of Finn Crisp wholegrain rye crispbread provides half the daily recommended fibre intake. www.finncrisp.com
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