A slight variation on the traditional Norwegian ultra-thin crispbread known as 'flatbrød' has become a surprising hit in Italy. Italians have enthusiastically adopted the Norwegian practice of both serving the bread with meals and snacking on them alone. Norway's Ideal Wasa, owned by pasta giant Barilla since 1999, developed the new version that is now selling between 30-40 tons a week in Italy after export began in February.