27 March 2006 - Vaasan & Vaasan Oy's FINN CRISP crisp breads will be landing in North America in the spring of 2006. FINN CRISP crisp breads are well-known to Americans and Canadians since the 1970s, so FINN CRISP products have a solid foothold on the market. The North American crisp bread market, including thin crisps, is valued at approximately EUR 60 million.
”Our goal is to gain a major market share for FINN CRISP products and rise to take the number two spot in the crisp bread segment, which also includes thin crisps,” says Magnus Johanson, Director of International Operations for Vaasan & Vaasan Oy.
”In the US and Canada we have realized our long-term global FINN CRISP strategy.” ”In addition to thin crisps, we are also launching a wide range of new products with updated packaging during the spring,” explains Johanson.
The selection will be expanded to include both rectangular and small, round crisp breads. Vaasan & Vaasan Oy’s goal is to grow into a full-range maker of crisp breads and challenge the current market leader.
The FINN CRISP brand recognition has increased greatly throughout the world over the past five years, with the company’s crisp bread exports having doubled during that time. The FINN CRISP brand has grown to become one of Finland’s most widely recognized food brands abroad, with exports made to over 40 countries.
”In order to speed up our goals for the US we’ve signed an agreement with a new importer, which has long operated in this sector. ”We’ll be starting the launch of our FINN CRISP crisp breads with them this spring,” says Johanson.