K-grocery stores´ own brand ´Pirkka´ is reformed

The first Pirkka products appeared on the K-grocery store shelves in 1986. Now this in-house brand celebrates its 15th anniversary and has expanded to a range of nearly 800 articles. The new image has not compromised quality and low prices, which continue to be a point of honour for 'Pirkka'. Therefore anyone who buys a Pirkka product can rely on what he gets. About 80 percent of Pirkka products are manufactured in Finland.

The Pirkka product family will celebrate its anniversary on the first of September, the nameday of Pirkka. On that day, every K-grocery store will serve coffee, and the new Pirkka logo with something old, something new, something borrowed and something red will be launched. The old, well-known logo has been given a modern look, enhanced by a package reform, which has removed the price marking from the package. This will provide more competition opportunities for the Pirkka products. Their prices will be displayed in stores in the same way as those of other products.

Since its launch, the Pirkka product range has been actively developed further with an average of around 50 products introduced to the range every year. This autumn, the Pirkka range will expand to include vegetables. As soon as domestic potatoes and carrots are ripe, they will be available under the Pirkka brand in the K-grocery stores. New product groups are continuously sought to be included in the Pirkka family. More fresh meat, meat products, bread, fruit and vegetables are planned to feature among the future Pirkka novelties. New products are also sought for the Pirkka organic product range, and consumers with special diets will find suitable choices in the Pirkka range.

The Pirkka products will retain their old reliable properties after the reform; the new Pirkka will continue to be made for us Finns. Its key asset is the low price – a cornerstone from the beginning. The quality of the Pirkka products is guaranteed by advance tests and continuous quality assurance carried out by Kesko Food's Product Research Laboratory and the K Test Kitchen. Low price level combined with reliability and safety in the intensifying competition will make Pirkka products a good choice for consumers.

A new printable Pirkka logo is available at Kesko's Internet pages, at www.kesko.fi/Materialservice, Printable logos.

Further information: Kesko Food Ltd, Category Manager Kaija Grommi, tel. +358 01053 22260, or mobile +358 50-383 7831, and Executive Vice President Harri Sivula, tel. +358 01053 22213.