Finnish food group Raisio is increasing its investment behind gluten-free brand Provena in a bid to expand its share of European gluten-free sales.
Speaking to just-food, Raisio marketing manager Pauliina Ohman said that the company hopes to grow the brand throughout Europe.
“Provena’s biggest markets are Finland, Sweden but also in Poland, Ukraine, the Netherlands,” she revealed. “We would like to see Provena all over Europe. It is growing quite fast, around 15-30% per year.”
The company is capitalising on expanding awareness of gluten-free products, Ohman said. “Until now we have focused on only those with coeliac disease. But since the world is changing – for example those with gluten-sensitivity are also interested in our products. We have tried to broaden our message and appeal.”
By appealing to mainstream consumers Raisio hopes to capitalise on the high-growth gluten-free sector. However, Ohman said that Provena is a relatively new brand coming up against more established competition.
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“Provena is a new brand. It has only been in the market since 2006. Since 2011 we have made this package change and… added more products to our portfolio. At the moment there are more well-known brands in the market. We are a challenger brand,” Ohman told just-food at the Free From Expo in Brussels.
In order to grow the brand, Raisio is increasing its investment levels. “Until now, our brand investment has been quite modest but we are going to invest more,” Ohman revealed.
However, she declined to reveal further details on Raisio’s investment strategy for Provena.