Opportunity analysis

Ruissipsi/Rye chips

Lotta KontioMarie VoštováMelissa Vanha-Majamaa Michaela Feiklová

Product descriptionRye 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.

LinkosuoLinkosuo 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.

3rd 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 chipsContain 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 1932.

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 marketsEverybody who loves salt products (young

people, sport‘s fans)

X

Women, mothers, athletes, people who want to eat more healthy

CustomersThe 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

OpportunitiesWith 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.

Thank you for your attention