Raisio is one of Finland's leading oat producers. We also apply our expertise in oats to create consumer products. An excellent example is the commercially successful Elovena Soft Oat Bar, which meets the growing need for healthy snacks for a busy lifestyle.
Diverse expertise in oats extends to consumer products
Raisio is not only known for high-quality Finnish oats, but also for using them in more than 100 consumer products. Our beloved brands are part of the everyday life of millions of households. We continuously gather valuable information on consumer trends through, among others, our products and share this knowledge with our customers.
The Elovena Soft Oat Bars are an excellent example of our expertise in developing consumer products and understanding consumer needs. The bars are easy to incorporate into a healthy diet and their high fiber content makes them attractive for health-conscious consumers. The Elovena Soft Oat Bars are designed to maintain their softness and delicious taste for a long time.
The Elovena Soft Oat Bar is the perfect response to the growing snacking trend. The bars are particularly popular among young people and families with children. The high fiber and good nutritional content appeal to health-conscious consumers, including parents.
Elovena's product developer Nina Välikangas says that the product development aimed to create a convenient snack for the busy everyday life: "The goal was to develop a bar that tastes good on its own and maintains its shape even when transported in a gym bag throughout the day, for example."
Anna-Maria Kinnunen, Product Group Manager responsible for commercialization, is pleased with the result: “The consumer feedback has been very positive. The delicious taste and pleasant, soft texture of the bars have received particular praise."
The multi-stage process of developing the Soft Oat Bar was a challenge, with numerous recipes put to the test. To achieve a successful result, it was necessary to ensure, for example, that the product remained moist for a long time. In addition, Raisio’s internal health criteria for fat, sugar, and salt had to be met.
Finnish oats were used to develop the products. According to Välikangas, oats' versatility is one of their biggest advantages.
“Different types of oats offer a different mouthfeel, which is essential for the development of new and innovative foods. The mild taste of oats blends well with the flavorings without overpowering them. At the same time, oat offers a higher fiber content and better nutritional properties than wheat.”
Consumers like simple and natural products. Oats from Finnish fields match this demand perfectly.
Kinnunen emphasizes the importance of oats in the commercialization of products: "We have moved to completely oat-based snack biscuits, and we will continue with the same strategy for bars. Oats are a winning marketing asset that appeals to Finnish consumers in particular."
The success of the Soft Oat Bar is also reflected in its market share. Elovena has reached over 50% market share in snacks biscuits and bars in Finland.
The Elovena Soft Oat Bar perfectly balances healthiness and a delicious taste. Different types of oats provide a wide range of possibilities for product development, and the health benefits of oats are a good foundation for marketing.
Kinnunen, the head of commercialization, emphasizes that recognizing and leveraging your brand's strengths is crucial: "It's important to think about what makes your brand strong and build on that. In addition to oats, Raisio has a strong expertise in snack biscuits and flavored instant porridges. The Soft Oat Bars combine the best of both products."
Product developer Välikangas highlights the importance of taking consumers' needs into account: "In product development, it is best to start from clearly identified consumer needs. Adapting recipes based on feedback ensures that the final product meets expectations and succeeds in the market.”
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Do you want to learn more about oats as a raw material and how to use them to develop successful products? Our team is ready to apply our knowledge of oats to support your product development.