Pirkka product range celebrates its 20th anniversary this year

Kesko Food's and K-food stores' private label range Pirkka celebrates its 20 years of existence this year. In two decades the number of Pirkka products has grown from 50 basic products to nearly 1,500 items covering a diversified range of food and non-food products. The original targets set for the range - affordability and good quality – have been perfectly reached. Pirkka was the only private label recently selected to the Superbrands Finland book presenting Finland's 50 strongest brands.

The primary purpose of the introduction of the Pirkka range was to create a distinctly individual, high-quality product range in order to differentiate from the competition. The idea was to offer good quality and safe products at affordable prices. The first Pirkka products were launched into the market in May 1986.

Pirkka products account for nearly 40% of the total sales of private labels in Finland (ACNielsen). Of K-food stores' retail sales around 10% is attributable to Pirkka products. Pirkka products currently enjoy a recognition rate of over 90% among Finnish customers.

The number of products included in the Pirkka range is increased in line with trends and markets so that consumers' needs for different products are met. During the last five years, the number of Pirkka products has doubled with more than one hundred new products introduced annually. As far as possible, Pirkka products are made in Finland. Fresh foods, like meat and dairy products, are largely domestic. The domestic content of vegetables and root vegetables is very high. About 200 Pirkka products carry the Swan flag symbol of Finnish origin.

Pirkka products have recently won recognition on several occasions. In 2005, Pirkka Snack Carrots were chosen as the Finnish Food Product of the Year, and in 2004, Weight Watchers granted their national Diploma of the Year to Pirkka Snack Carrots.

Pirkka jubilee year look reflects people's daily life events

The 'Pirkka 20 Years' look now visible in the K-food stores has been designed by Maija Fagerlund, a student of the University of Art and Design Helsinki. The look reflects people's daily life events and illustrates the 20-year history of Pirkka products.

A year ago, Maija Fagerlund was awarded in the 'Pirkka 20 Years' design competition for design students of the University of Art and Design Helsinki.

Further information:
Vice President Ari Virnes, Kesko Food Ltd, tel. +358 1053 23055, or +358 50 306 4030
Category Manager Kaija Grommi, Kesko Food Ltd, tel. +358 1053 22260, or +358 50 383 7831