Consumers know they are buying Finland’s most popular bread when
choosing VAASAN products
According to ScanTrack surveys carried out by AC Nielsen,
the most popular bakery products in Finland are VAASAN products. The VAASAN
brand enjoys a market-leading position not only in wheat and rye fresh bread
but also in crisp breads and bake-off products.
The results of the AC Nielsen study show that the second most popular brand
in both wheat and rye fresh bread and bake-off products falls more than 8 %
behind VAASAN. In the fresh bread market as a whole, VAASAN has a share of 28.9
%, with an even stronger position in bake-off products and crisp breads.
VAASAN is one of the biggest names in the Finnish food industry, with sales
figures of VAASAN products approaching EUR 140 million in the current year.
Vaasan & Vaasan Oy has purposefully invested in the development of the
VAASAN brand and VAASAN product range in recent years. ”We have sought to
complement each product group and segment with innovative products which have
real novelty value for the Finnish consumer and which stand out from the
competition,” explains Vaasan & Vaasan Oy’s Marketing Manager Leena
Thorström.
”The success of our latest product launches, including VAASAN MUHKU rolls as
well as VAASAN TÄYSHYVÄT and VAASAN RUISSYDÄN breads, demonstrate that we have
correctly evaluated the needs of the public. Our chosen product and brand
strategy has made our products the best-loved in the market,” Thorström says.
As a whole, the VAASAN product range includes hundreds of products, some of
them sold nationwide and others regionally.
In addition to choosing VAASAN products above others, Finnish consumers are aware
of the brand’s leading position. ”According to consumers, the most appropriate
statement to apply to VAASAN RUISPALAT breads is ’The most popular bread in
Finland’,” points out Research Director Eija Loukoila of Dagmar Oy.
The slogan is nothing if not true: more than 600 million slices of VAASAN
RUISPALAT bread are eaten in Finland annually – that is 120 slices per person!
”Our studies have shown that the development of the level of recognition of the
VAASAN RUISPALAT brand is highly positive, whereas it has stayed level for
other rye bread makes,” Loukoila adds.
For further information contact
Vaasan & Vaasan Oy
Leena Thorström, Marketing Manager
Tel. +358 40 715 6847
Vaasan &
Vaasan Group is the largest bakery business in Finland and the Baltic region,
one of the largest crisp bread producers in the world and a significant Nordic
producer of bake-off products.
Vaasan & Vaasan Group includes Vaasan & Vaasan Oy in Finland, AS Leibur
in Estonia, A/S Hanzas Maiznicas in Latvia, UAB Vilniaus Duona Plius in
Lithuania and Delice Scandinavica AB in Sweden. The Group's turnover for 2003
was EUR 275 million, generated by approximately 3,900 employees.
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