VAASAN’s bake-off business in particular makes us a stronger player within the fast food and food service sector.
What can our customers expect from the integration of VAASAN in Lantmännen Unibake? A bigger product portfolio, wider geographical reach and more local service are among the key gains.
“We will be even better equipped to help Scandinavian customers develop their bakery sales. VAASAN’s bake-off business in particular makes us a stronger partner within the fast food and food service sector,” says head of integration, Carl-Peter Thorwid.
For chief commercial officer, Jan Hertz, one of the big gains is the increase in what he calls ‘collective brainpower.’
“Customers will find that we have more ‘critical mass’ in some of our sales channels and that our responsiveness is generally improved.”
Former bake-off director at VAASAN – now cluster managing director for Lantmännen Unibake in Sweden, Norway and Finland – Tuomas Mantere mentions the BONJOUR in-store bakery concept in Sweden, where the bake-off brand is successfully marketed towards consumers. Vaasan Leipäkauppa – the Vaasan Bread Shop – is a similar concept in Finland.
“Like Lantmännen Unibake, we have offered a holistic concept that includes in-store training. This is one of the areas where we can learn from each other – to the benefit of customers,” he says.