Lantmännen Unibake
A Global Leader in Frozen & Fresh Bakery Products At Lantmännen Unibake, we build the Vaasan Fresh Bread Cluster
• We have five (5) bakeries in Finland and four (4) in the Baltic countries (4), and a headquarters in Helsinki, Finland
• We have been baking in Finland since 1849, which makes us the oldest nationwide bakery operator in Finland. We are on a fantastic journey We sell bread and pastries in more than 60 countries…
More than 6,000 dedicated professionals €1.1bn 36 net annual bakeries Present in sales countries 21 9 clusters We bake great products
Strong brands drive growth Towards billions of smiling tummies
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Wide Growth through Oat – Vaasan Oat Bread success story Drivers behind the Oat Boom - From Animal feed to Supergrain Finnish Oat – The Super Grain
Finnish Oat is famous throughout the world for Excellent Quality
Unique climate
Optimal soil and growing conditions Consumption of Oats has become a growing Trend globally Healthy 11% Fiber, 4-6% Natural 15% Protein betaglucan
Cholesterol Gentle on the 6-8% fats, lowering -> stomach unsaturated heart health
Helps to Improves balance blood Delicate nutty function of sugar levels flavour the stomach Other drivers of the Oat Boom
Strong Media Favorable Strong & active support & consumer and Innovation power of food trend Culture Communication landscape Oat: from animal feed to Supergrain Vaasan - Growth through Oat Innovations In 2016: Vaasan business & brand image was strongly rooted in Rye Vaasan brand spontaneously related to… Vaasan Fresh Finland, net sales split 2016
Sources: Vaasan own sales data, Taloustutkimus market research agency, VAASAN tracking study May 2014, n=1047. Emerging Oat boom signals in Vaasan own portfolio during 2016 Vaasan Oat Heart; Oat portion bread with Vaasan Oat soft portion cholesterol lowering effect bread: Leading oat Net sales (launched 2013) bread brand in Finland** (launched before 2010) +7% 2016 vs 2015*
Vaasan 100% Oat portion bread, baked with 100% oat (launched 2010)
*) Source: Vaasan own sales data **) Source: AC Nielsen Consumer study 2017 to clarify the drivers behind oat bread purchase
Choice criteria when choosing oat How much oat do you assume Importance of high oat content bread there is in oat bread?
Very important
Quite important
Not so important
Not at all important I didn’t know content of oat Good Baked in Baked High taste FI from content of varies domestic oat oat
Main purchase criteria: 24 % of15 Consumers20.5.2019 good taste, were not aware of the High oat content is domesticity, high oat oat content in oat important for Finns (75%) content & healthiness. breads.
*) Source: IRO Research for Vaasan Oy; Drivers of oat bread purchase and consumption. N=1000. 4/2017. Conclusion: There is great business potential thru increasing the focus in Oat
Exploit the Launch healthier Build preference existing oat trend oat breads to the thru radically to the full and market transparent strengthen Vaasan marketing image as Oat communication Expert We continued developing Innovative products – focusing both in taste and healthiness
Pack renewal: NPD: Vaasan Taika Pack renewal: NPD: Renewal: NPD: Vaasan NPD: Vaasan Vaasan Oat Wholegrain Oat Vaasan 100% Vaasan Oat Oat Symbol Wholegrain Oat Oat & heart, the 51% Oat from cereal Oat Thins soft portion Buckwheat cholesterol bread lowering bread 1/2017 1/2017 5/2017 9/2017 11/2017 1/2018 9/2018 Starting point of marketing comms plan: tackle confusion around oat Breads
Main purchase criteria for oat breads: good taste, domesticity, oat content & healthiness.
Consumers not aware of oat content in oat breads, 24% cant tell.
High oat content important for Finns (75%) Vaasan mission: “For the diversity of Finnish bread Media fuss about oat breads & Consumer insights around oat culture” breads their oat content -> tackle Vaasan Oat Manifesto: “Finns have the right to know what they eat”
Print Out of Home POS
Digital tabloids Social media Own spokespersons
Oat manifesto NPD launch 01/2018 11/2017 Vaasan Oat Success Story (k€)
24,000 20,000 +9% +38% 16,000 +13% 12,000 +7% 8,000 4,000 0 2012 2013 2014 2015 2016 2017 2018 E2019
Source: Vaasan Sales report Sales growth with increasing GP3 Key success factors of Vaasan Oat Journey
Tapping our oat innovations into a 01 combination of 3 clearly recognizable consumer trends:
02 Building on a proven consumer insight
Investing in a multichannel marketing 03 communication with a sharp insight Thank You!