Leipomo Rosten Oy is a family affair; now under the ownership of the Meltovaaras, the company has been a success since 1939. As the third biggest bakery in Finland, the company has created a unique range of seed-based products, including its notorious Seed Crispies and SeedBoosts. Marketing and Export Director Veera Meltovaara discussed the company’s delicious offerings, and the company’s future plans, in a report by Imogen Ward.
ASa market innovator of unique products, Leipomo Rosten Oy continues to impress with its tantalising flavours and food recipes. The company successfully maintains an annual revenue of €46 million. “There is nothing on the market similar to our seed product recipes,” Marketing and Export Director Veera Meltovaara said. “The crispiness of our products is also something I’ve yet to see anyone else replicate.”
Located in Finland, the company currently has seven production sites dotted across the country, including two bakeries in Turku, which produce fresh goods, dry bread-like seed crisps and seed snacks. There are also three facilities located in the city of Heinola that create organic products, gluten-free specialities and traditional fresh bread.
Thanks to the recent acquisition of Porin Leipä Oy, Rosten has added two additional bakeries to its portfolio. Located in Pori, Finland, the merger revitalises an old connection: up until 35 years ago, the two companies were under the same ownership.
As time progresses, Rosten aims to expand its brand even further. The company hopes to enter the global wholesale market and also aims to increase its presence in the UK. Alongside its plans for globalisation, Rosten also hopes to expand business further in Finland.
Rosten has an impressive portfolio, from its range of Seed Crispies to its more traditional Rostis. The company also offers a huge range of sweet treats and breads for its customers to enjoy, including novelty choices for Halloween and Christmas.
Using a variety of seeds, the company has created a formula for success. Each
one of its unique recipes caters for all and offers a taste sensation to remember. “The latest upcomer at Rosten is our range of SeedBoosts,” Ms Meltovaara said. “So far, we have three different flavours in this range: Garlic and Chilli, Cranberry and Chocolate Chip, and Sesame and Chia. They are all gluten-free and are a nice addition to our healthy snacks range.”
Award-winning creations
With its Finnish roots in mind, the company also produces traditional Rostis. Winner of the Finnish Television Competition: Finnish Recipe for Success 2020, Rosten’s Rostis is
exceptional in both taste and quality. Based off Karelian pasties, this product incorporates rice porridge, egg and butter in a crunchy rye crust. “The Karelian pie is probably the most consumed product in Finland. Whilst we came up with an exciting idea, we didn’t invent it; we simply updated a really popular product and made it easier to eat on-the-go. Traditionally, Karelian pies are quite time consuming to make; our product offers customers a quick alternative that tastes excellent, and we hope to export this to more countries soon.”
The Rostis so far have been a hit, and Rosten is now looking to develop the product
further, researching different flavours and recipes, including possible meat and vegetarian alternatives.
Since 2017, the company has also produced an enticing range of crispbreads called Seed Crispies. With seven different flavours in this range (including glutenfree options Oat and Sunflower, and Chia and Quinoa), Rosten worked hard to create an award-winning product that is both tasty and quintessentially healthy. All Seed Crispies incorporate at least two different seeds, which equate to a large percentage of the products’ ingredient list.
Impressively, the range’s latest addition, Protein Sesame and Flax Seed, dedicates a whopping 85% of its ingredient list to seeds. It is high in protein, which makes it a low
carb product. The Seed Crispies line is a huge success, receiving awards for the best launch and packaging of the series.
Teamwork to be proud of “We produce our goods solely in Finland, and we employ Finnish bakers too,” Ms Meltovaara said. “Some Finnish bakeries tend to outsource their baking abroad and have it transported back to the country. We are proud of our Finnish roots, and our goal is to become world-renowned as the best Finnish family bakery.”
The company is also Avainlippu certified, which is a key flag symbol awarded to businesses who maintain a domestic content of at least 50%. All the wheat, rye and oats used in Rosten’s recipes are produced on
domestic farms. This would not be possible without local suppliers to provide quality Finnish ingredients.
With hard-work and dedication, all 320 of Rosten’s employees create food that evokes pride. Some of the more experienced employees still make the bread manually, ensuring the art of baking remains alive at Rosten.
“I recently graduated from my EMBA, and what I learned from that – and from being in a leadership role – is that the wellbeing of employees is so important,” Ms Meltovaara explained. “At Rosten, we value our employees and take care of them as much as possible. We ensure the working environment is a positive one and always offer our employees the opportunity to learn
new skills too. I think it’s important to understand that leadership roles change – we don’t use the same methods year after year – we adapt to ensure that what we are doing works well for our employees and for the company too.”
Zero waste initiatives
The company also has five factory stores. These are located in Turku, Pori and Heinola premises and give customers the opportunity to buy produce straight from the source. So-called ‘wonky’ produce is a recent offering from a lot of retailers, these are products that do not meet wholesalers’ expectations of shape or size. Rosten’s factory stores sell this type of stock to customers, providing the same taste and quality at a reduced price. This successfully minimises waste and helps customers who may have financial struggles.
Wastage is a big deal at Rosten. The company has worked hard over the years to completely remove food waste from the equation. “83% of our waste ends up being
recycled, and 100% is reused in some way,” Ms Meltovaara said. “We also make use of bread rejected by our wholesale customers, some of this is then sold in our factory stores, and the rest is donated to the Finnish Red Cross.”
LED lighting has also been incorporated into all of Rosten’s bakeries for over fifteen years, being one of the first bakeries to adopt this type of lighting. On top of this, the company has ensured its pack-
aging is recyclable, minimising virgin plastic content as much as possible.
“We have been sustainable for a very long time,” Ms Meltovaara concluded. “Lately, the word sustainability feels somewhat like a marketing trick for companies. It is, however, extremely important to Leipomo Rosten Group. We are always assessing how our production can affect the local ecosystem and will continue to work hard to maintain zero waste at our bakeries.”
