Press Release February 13, 2024, 8:35 a.m. EET
The partnership with Albert Heijn, the Netherlands’ largest supermarket chain, opens up a new market for the iconic Erobena® brand, with Raisio’s Erobena® oat drinks to be available in both the Netherlands and Belgium in February 2024. will be added to the alignment. This is an important step for the international market. The expansion of Elovena® products has been in the works for a long time.
In February, three Elovena® products will be launched in Albert Heijn supermarkets: Elovena® Oat Drink, Elovena® Oat Drink Barista and Elovena® Cocoa Snack Oat Drink.
“We have been working on the international expansion of our brand for many years, so delivering these products to major retailers in the Netherlands is a great achievement.” “This new market entry is a great success achieved through the efforts of Raisio’s extensive team,” said Pekka Kuusniemi, CEO of Raisio. says Mr.
Albert Heijn is the most famous retailer and market leader in the Netherlands, with a long tradition spanning over 130 years. Albert Heijn is also active in Belgium and is increasing his presence. Elovena® products will be sold in his 715 stores in the Netherlands and approximately 30 stores in Belgium.
The Netherlands and Belgium are natural export destinations for Erobena® products due to their increasing consumption of plant-based foods, especially oat products. In the Netherlands, consumption of plant-based foods is already significantly higher than in Finland, where Erobena is based, with oat-based products driving category growth.
Currently, the main market for Elovena® products is Finland, but Raisio aims to expand the brand’s international reach. Oat beverage products exported to the Netherlands and Belgium are made from Finnish oats at a plant-based products factory completed in 2021 in the Laisionkaari industrial area. The factory plays a key role in his Raisio strategy, allowing him to introduce non-dairy product categories into Raisio’s product range.
“We aim to establish a permanent position for our oat products in a market much larger than Finland, and achieving this position will require significant effort and investment. Highly competitive consumers Gaining a market position in the market is expensive and involves certain risks, but we believe that the strong Elovena® brand, soon to enter its first century, has much to offer on a global scale. ‘ said Kusniemi.
The Dutch have a positive image of Finland and the Nordic countries, with a connection to nature, clean food, health and well-being. Elovena® advertising therefore capitalizes on the uniquely Finnish sense of well-being and the positive and exotic image that local consumers have of Finns.
A century of delicious oat products
The Elovena® brand will celebrate its 100th anniversary in 2025. The essence of Finland’s most famous oat brand has remained unchanged for decades. It is a delicious product made from Finnish oats and pure Finnish nature. The brand’s roots date back to his 1925 and were acquired by Raisio Group in the 1990s. The brand and its product range have evolved, and with the growing popularity of healthy plant-based foods, the brand is more relevant than ever by expanding its range of oat-based products to replace dairy products. Masu. Launched in the Dutch and Belgian markets, Elovena® drinks already have a strong foothold in Finland. Times may change, but Elovena®’s great taste remains the same.
inquiry:
Pekka Kusniemi, CEO, Phone: +358 50 537 3883
Mika Saarinen, CFO, Phone: +358 40 072 6808
Raisio plc
At Raisio, we create our food with all our heart, aiming for the health of ourselves and the planet. We continue to create better plant-based, heart-healthy products so you can enjoy a healthy diet within the Earth’s ecological tolerances. Our strong brands such as Elovena®, Benecol® and Härkis® make our ambitions a reality. Through our responsible work, we make difficult choices for consumers and allow them to choose his Raisio products with confidence. The company has approximately 350 health food colleagues in 7 countries and exports to over 40 markets around the world. Raisio’s shares are listed on Nasdaq Helsinki Ltd. In 2023, the Group’s net sales from continuing operations were €219.5 million and EBIT was €22.7 million. www.raisio.com
https://news.cision.com/raisio-oyj/r/elovena–enters-new-markets–the-netherlands-and-belgium%2Cc3926780
Erobena Kaura Juomat Oat Drink-1L