Pirkka Snack Carrots are the Food Product of the Year

Pirkka Snack Carrots were chosen as the Finnish Food Product of the Year. The winners of the contest organised by the Finnish Food and Drink Industries' Federation were announced today in Helsinki. The snack carrots produced for Kesko Food competed in the dessert and snack category, in which they were nominated as the Star Product of the Year and winner of the whole contest. The snack carrots are supplied by Karotia Oy of Forssa.

According to the jury that consisted of experts and influential persons in the food industry, the Pirkka Snack Carrots are a tasty and healthy product as such, their package resembles a bag of sweets, which entices both children and adults to choose snack carrots instead of some others of poorer nutritional value, the product suits a great number of consumers and is likely to win new carrot lovers. A commendable product in these times when obesity among children is increasing.

The jury also complimented the marketing of the snack carrots that includes the message of corporate responsibility in line with Kesko's values. The carrots were launched in March-April last year in connection with a physical exercise campaign arranged by K-food retailers and the Young Finland Association. The parents of children participating in the campaign had an opportunity to get a Pirkka Snack Carrots bag free of charge from K-food stores. During one month some 200,000 carrot bags were picked up.

The demand for Pirkka Snack Carrots exceeded expectations and their production volume was doubled during the first six months already. Their demand has remained so keen that material has been imported from Holland towards the end of the period. The cultivation of snack carrots in Finland will now increase significantly with the purpose of ensuring their availability throughout the year.

The Finnish Food Product of the Year prize is already the second major recognition received by the Pirkka Snack Carrots. Last year they were granted Weight Watchers' Honorary Diploma of the Year.

Honorary Diploma to the Pirkka wild fish range

Another member of the Pirkka product family also made it to the final, namely the wild fish range introduced last autumn, which received an honorary diploma like all the other finalists. The wild fish products participated in the starters and main course with garnishes category. The fish products are manufactured by Heimon Kala Oy operating at Renko.

The jury said that introducing domestic fish into the market in easy-to-use fillets packaged in a consumer-friendly manner was a cultural feat. According to their comments, the Pirkka wild fish product range is nicely packaged, easy to prepare as you wish, and it makes fresh Finnish fish available throughout the year, enables selling without a service counter and spares consumers the need for queuing for service.

The product range includes Baltic herring fillets, gutted Baltic herrings, pike perch fillets, pike fillets, perch fillets and whitefish fillets. The fish are caught in the southern part of the Gulf of Bothnia. Efficient logistics and production method ensure the hygiene and manufacturing processes. Cold transport conditions of the products are ensured from the fisherman to the store. The products are packaged in 300 g controlled atmosphere packs and keep for four days including the packaging day.

Pirkka is one of Kesko's private labels and enjoys a recognition rate of over 94 percent in Finland. The brand relies on a good price/quality ratio and is actively developed with some 200 new products included in the range annually. There are currently over 1,300 Pirkka products.

Further information:
Category Director Jari Simolin, Kesko Food Ltd, tel. +358 1053 28771, or +358 50 525 5737 (snack carrots)
Category Director Jukka Koivunen, Kesko Food Ltd, tel. +358 1053 22665 (wild fish)

Photo queries:
Marketing Communications Officer Tarja Sievänen, Kesko Food Ltd, tel. +358 1053 22453