Pirkka product range - a reliable friend

According to surveys, customers appreciate particularly the high quality, low prices, ease of use and versatile selection of Pirkka products. To ensure the quality, Kesko Food maintains a strong focus on research and development in its own Product Research Unit. The Pirkka brand has been developed by Kesko Food, and the products are available only at K-stores. All fresh meat products included in the range are of Finnish origin. The Pirkka product range is celebrating its 20th anniversary this year, and the Pirkka festival week begins on 1 September 2006.

There are over 1,500 Pirkka products. The very first Pirkka product - crispbread - was introduced to customers in May 1986. Over five years the number of products climbed to 300, and in a decade the total number exceeded 500. This year, over 80 Pirkka novelties have already been launched to the market.

Strict quality criteria are applied to Pirkka products and the screening is tough: only the best candidates are included in the Pirkka range. Assurance for reliability and high quality is provided by Kesko Food's own Product Research Unit, which continually monitors the quality of Pirkka products and compares them with other products on the market.

In customer images, Pirkka is known for the high quality, low prices, ease of use and versatile selection. Over the years, the range has found its way to customers' shopping baskets on a wide scale basis and become increasingly diversified. Pirkka is considered a strong brand, which has earned its place as a safe and reliable range that eases people's everyday lives (Pirkka Brand Compass survey, Consumer Compass 03/06). Pirkka was the only retail stores' private label selected in the Superbrands Finland 2005 book, an insight into 50 top Finnish brands.

The Pirkka range will continue to develop and expand. With the help of market research, Kesko Food widely monitors the changes in consumer needs and preferences. The aim is to complement the range with products valued by Finnish consumers, anticipating future food trends. Examples of this include genuine Mexican sauces in the Tex-Mex range and the expanded Asian range. The numbers of light and special diet foods and products with environmental labelling have also grown in recent years. More functional foods will also be included in the range in the near future.

New Pirkka Karelian pasty combines tradition and innovation

One of this autumn's novelties in the Pirkka range is handmade Karelian pasty. The traditional product for a modern consumer, combined with an innovative package well illustrates the pioneering position of the Pirkka range. The pasties are manufactured in Nurmes, Northern Karelia by the Pielispakari Bakery, which is specialised in traditional Karelian products. Frozen pasties are packed in a new type of a paper bag in which they turn freshly baked and delicious in a microwave oven.

New Karelian pasties are evidence of effective cooperation with the smallest Finnish suppliers. Close cooperation enables flexible product development. Moreover, the manufacture of Pirkka products contributes to small entrepreneurs' opportunities to create new jobs.

Further information:
Juha Andelin, Marketing Director, Kesko Food Ltd, tel. +358 1053 37180 or 50 504 302
Kaija Grommi, Category Manager, Kesko Food Ltd, tel. +358 1053 22260 or 50 383 7831
Erkki Timonen, Managing Director, Pielispakari Oy, tel. +358 13 474 3301 or 400 548 166

Press service: www.vision.fi/ruokakesko