Although price is an important factor in purchasing decisions, health and wellbeing are also important to many customers and strongly influence their food choices*. Sales of Heart Symbol products in K-food stores increased by around 5 per cent during 2025.
“We have been working consistently to ensure our own-brand products meet the Heart Symbol criteria. Over 170 Pirkka, Pirkka Parhaat and K-Menu products already carry the Heart Symbol, and the range will gradually grow to 250 products during 2026. The Heart Symbol is one of the ways retailers can help customers make choices that support their wellbeing. At a glance, customers can see that a product is a nutritionally better option within its product group, without having to study its nutritional content,” says Timo Jäske, Sustainability Director in Kesko’s grocery trade.
Some of the K Group’s own-brand Heart Symbol products already met the criteria, but the nutritional content of many products has been updated in order to qualify for the Heart Symbol. The Heart Symbol criteria are also considered from the very beginning in the development of new products.
Heart Symbol criteria updated in line with nutrition recommendations
Research shows that the biggest challenges in the Finnish diet include, among other things, excessive intake of salt and saturated fat.
The Heart Symbol indicates that a product is a better choice in terms of its nutritional content within its product group. It can be awarded to products that contain unsaturated fat, have moderate amounts of salt and sugar and are high in fibre.
“The Heart Symbol makes it easy to find quick and sensible snacks, recommended ingredients for cooking, and everyday staple products for regular use,” says nutritionist and Heart Symbol Specialist Teija Keso.
An independent panel of experts develops and decides on the criteria and product groups for the Heart Symbol. Reviews and updates are carried out regularly, particularly when nutrition recommendations are revised or the product range evolves.
“Following the new nutrition recommendations, the expert panel decided that ice creams, sorbets and sweet buns could no longer receive the Heart Symbol, and existing products will lose the right to use the symbol at the end of 2026,” says Keso.
*K Group Food Trends 2026 consumer survey conducted on the K-Kylä customer community in September 2025, n=1073. | Which of the following best describe you, your approach to food, cooking and shopping at the grocery store? | Taking comprehensive care of my own health and wellbeing is very important to me, and this strongly affects the types of food I buy: 60%
YES
NO
