Opportunity analysis Ruissipsi/Rye chips Lotta Kontio Marie Voštová Melissa Vanha-Majamaa Michaela Feiklová

Product description Rye chips (ruissipsit) are a food-product made of rye flower, wheat flower and spices. It is a snack similar to potato chips, but with ingredients that are more healthy.

Linkosuo Linkosuo is a Finnish bakery that offers products, such as bread, crispy bread and snacks. Well-known in Finland and some of the dry- products are already being exported abroad -for example to Russia, Sweden, Denmark and Germany. 3 rd biggest bakery in Finland and the leader in the market for crispy bread-products.

Demand for crispy breads is increasing - Linkosuo added a second production line in 2007 to meet the growing demand. Besides many basic crispy bread products, the newest additions to the portfolio are flavored rye snacks

Linkosuo´s rye chips Contain around 70% wholegrain rye flower, only 9% fat (rapeseed oil) and 13% fiber. A product targeted to consumers concerned about their well-being Getting more popular with the new trends in the market that value natural ingredients, organic food and health effects. The request for these snacks is on the increase, on the Finnish market and now also abroad.

Direct competition Lay‘s is the brand name for a number of potato chips varieties as well as the name of the company that founded the chip brand in Pringles is a brand of potato- and wheat-based stackable snack crisps owned by the Kellogg Company.

Ruffles is the name of a brand of ruffled (crinkle-cut) potato chips produced by Lay‘s potato chips, a division of Frito-Lay. Doritos is a brand of seasoned tortilla chips produced since 1964 by American food company Frito-Lay.

Private brands of retailers

Indirect competition

Target markets Everybody who loves salt products (young people, sport‘s fans) X Women, mothers, athletes, people who want to eat more healthy

Customers The product could be offer to the final customers through business customers (retailers and wholesalers) like Continente, Froiz, Pingo doce, Mini preco, Lidl or Makro. Current customers Potential new customers

Opportunities With the global issues with growing numbers of obesity and health problems caused by poor diet, there is a market for products like this. People are more interested on food and request for healthy snacks is on the rise. Consumers value health, natural ingredients, organic food and easiness combined with good taste. These rye chips are a good alternative for regular chips that are generally considered to be unhealthy.

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