04.10.2005
Renewed FINN CRISP Product Range – Enjoyed Worldwide

Vaasan & Vaasan Oy’s exports are experiencing strong growth

FINN CRISP crispbreads and thin crisps have been well-known worldwide for more than fifty years. Vaasan & Vaasan Oy, the world’s largest producer of thin crisps and second-largest producer of crispbreads, exports dry baked goods manufactured in Finland to more than forty countries around the globe. The company's major export markets are the Nordic countries, Russia, Germany, the United Kingdom, the Benelux region and North America. In the last five years, crispbread exports have experienced an astounding growth, having doubled between 2000 and 2004. This year, the FINN CRISP product range continues to take over the world with an updated look.

FINN CRISP is a product for today's health-conscious consumer who appreciates good flavour. “To help increase growth, we have updated our communication strategy and renewed the packaging of the whole product group. Our aim was to create a dynamic, energetic and consistent look with a more youthful feel. The new look springs from extensive brand research,” says Magnus Johanson, Director of International Operations at Vaasan & Vaasan Oy.

Studies have shown that consumers associate the traditional, red FINN CRISP packaging colour with high-quality products and delicious flavours (Consumer Compass 8/2004). “The new packages were designed to respect the brand’s good reputation and our long roots in the bakery business. We want our customers to recognise their favourite products on the shelves and spot the other delicious alternatives available in the brand,” Johanson explains.

The FINN CRISP range includes thin crisps as well as rectangular and round crispbreads. The newest arrivals in the product line – crackers and crisprolls – help to expand the brand’s coverage of the dry baked goods category. These fibre-rich, low-calorie products are trendy alternatives for breakfast or snacks, also suitable for dinners, parties and nibbles when eaten plain or with toppings.

“In addition to its traditional export countries, Vaasan & Vaasan Oy is looking for growth in new, developing markets. In the past year, the FINN CRISP product group has broken through in countries such as China, Taiwan, South Korea, Thailand, India, Bulgaria, Hungary, Croatia, Belarus and Kenya,” Johanson says.

Further information:
Vaasan & Vaasan Oy
Magnus Johanson
Director, International Operations
Tel. +358 (0) 40 715 6977
magnus.johanson@vaasan.com


Vaasan & Vaasan Group is the largest bakery business in Finland and the Baltic region, the second largest crispbread producer in the world and a significant Nordic producer of bake-off products. FINN CRISP crispbreads and thin crisps produced in Finland are exported to some 40 countries around the world. The company's major export markets are the Nordic countries, Russia, Germany, the United Kingdom, the Benelux region and North America.

The 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 2004 was EUR 287 million, generated by approximately 3,700 employees.

www.vaasan.com