Fortified/Functional Packaged Food in Finland

PROSPECTS

The hurdle of maturity

Fortified/functional packaged food faced maturity and struggled to generate better sales while facing heavy competition from other trendy health and wellness packaged food products in Finland. While Finns appreciate the added functionality, helping them to maintain their wellbeing, there was no novelty value left in the star ingredients probiotic and xylitol.

Increasing functionality

In 2018 Bunge Finland Oy showed the way and launched Keiju Alentaja 2-Teho 70%, a spread which combines two health claims. Firstly, it made the cholesterol-lowering health claim due to its plant sterol content while its potassium content allowed it to make the claim of maintaining normal blood pressure levels.

Flavour expansions to boost sales

Another strategy to drive sales was to deliver excellent flavour experiences to consumers. The Jenkki free from sugar xylitol chewing gum range included the Jenkki Enjoy line, which continued to appeal by including indulgent flavours.

COMPETITIVE LANDSCAPE

Strategies to gain sales

As sales were slow, gaining share was a great challenge and demanded further innovation, the use of authorised health claims, marketing efforts and excellent distribution. To increase consumer loyalty several other strategies were used too.

Sluggish new product development hinders success

Limited new product launches did no favours for the already-mature category. Nonetheless, Cloetta Suomi launched Jenkki Professional Junior non-sugarised xylitol sweetened gum mix, designed for children’s small teeth and featuring the popular Herra Hakkarainen character on its packaging.

Increasing awareness

Oral health claims of gums sweetened with xylitol to prevent caries are well known in Finland. Fazer Makeiset, for instance, sought to encourage consumption of 5g of xylitol a day to keep caries at bay by being active at fairs, handing out free samples, and through sponsorship.

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