Finnish retailer Kesko has reduced the salt content in its private label Pirkka Little Wolf oatmeal bread rolls.
As the product is marketed to young people, the company decided that the rolls should contain no more than 1.1% of salt in order to improve their nutritional value.
Development
"Pirkka Little Wolf oatmeal rolls are linked to our cooperation with the Finnish Basketball Association, and the target group is children and young people," said Heta Rautpalo, product research manager at Kesko.
"That is why we decided to take this product back to the R&D team for an extra round of development, because a lot of salt is hidden in our food anyway. This is something that we can influence when we develop Pirkka products."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
