Pirkka product range celebrates its 25th anniversary

9/1/2011, 11:01 AM (Source: GlobeNewswire)

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For years, customers have appreciated the high quality, safety and constantly
low prices of Pirkka products. The quality of Pirkka products is assured by the
internationally recognised Pirkka Product Research unit and they are available
at K-food stores throughout Finland. The 25th anniversary year culminates in
September when Pirkka launches a campaign, titled 'Let's eat together',
encouraging all Finns to eat together with their families or friends. A
completely new kind of web service - Pirkka Idea Corner - is also launched on 1
September for customers to suggest their own ideas and make wishes concerning
the Pirkka range. The web service will generate dialogue with customers and the
best ideas will be used to develop the Pirkka range.

For 25 years, the Pirkka range has been part of the food experiences shared by
Finns and the 25th anniversary of the product range will culminate in the 'Let's
eat together' campaign, by which Pirkka invites all Finns to make the world
record in eating together on Saturday, 10 September 2011. You can join in the
world record attempt at www.pirkka.fi. By the end of August, the campaign had
already encouraged more than 12,000 Finns to join in and the number keeps
growing all the time.

The new web service allows customers to suggest ideas and make product wishes
for the Pirkka range

The Pirkka Idea Corner is a new service launched on the Pirkka.fi site on 1
September, where customers can present ideas and wishes concerning the Pirkka
product range. Customers can also make their wishes concerning recipes from the
Pirkka test kitchen or give story hints for Pirkka, the K-Group's customer
loyalty magazine. It is also possible for customers to choose and vote for the
best ideas in the Pirkka Idea Corner.

"We'll make use of the best ideas in the product development of the range. We
are constantly developing new ways and services to promote dialogue with our
customers and Pirkka fans and listen to their ideas and wishes. The Idea Corner
is a site where our customers have a chance to influence and shape Pirkka to
suit themselves," says Juha Andelin, who is responsible for the development of
the Pirkka product range in Kesko Food.

Further information:

You can visit the Pirkka Idea Corner at www.pirkka.fi/ideanurkka (in Finnish).
Kukka Eerola, Communications Manager, Kesko Food Ltd, tel. +358 10 53 22563

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the
daily lives of consumers. Kesko has about 2,000 stores engaged in chain
operations in the Nordic and Baltic countries, Russia, and Belarus.


Background information on Pirkka products:

The journey of the Pirkka range from a product brand to a branded product and a
winning brand

Studies show that customers particularly appreciate the excellent quality, low
prices and the diversified selection of Pirkka products. Their reliability is
based on extensive product development, research and testing. The quality is
ensured by the Pirkka Product Research unit, which analyses all new Pirkka
products carefully. The laboratory has the highly valued international ISO
17025 accreditation.

The Pirkka range comprises over 2,000 products, including some 50 organic foods,
over 30 Fairtrade products and over 70 products with the Swan Label. One of the
first products, Pirkka crisp bread, was introduced to customers in May 1986.
Sales of Pirkka products increased by 38.9% (VAT 0%) in January-June 2011. They
are available from K-food stores only. Over the years, several Pirkka products
have been awarded as the Star Products of the Year, the Organic Products of the
Year and with several honourable mentions, for example.

Finnish consumers value the Pirkka brand and the brand is also well liked by
young consumers. In the nationwide youth survey, conducted in spring 2011 by
15/30 Research, Pirkka was again very successful. When the favourite brand or
company of the young was inquired by posing open questions, Pirkka was in the
first place together with Valio. Pirkka was also ranked on top when respondents
were asked which company or brand they have recommended or could recommend.







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Source: Kesko Oyj via Thomson Reuters ONE

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