More Convenience from Easyfood
With Innovative Sandwich Items

The full assortment of Easyfood’s thaw-and-serve Bready products was launched by Valora Trade Sweden AB in April.

A new line of pocket sandwiches with tasty fillings that can be warmed in a sandwich toaster, plus an innovative sandwich bread, have helped Easyfood A/S, Denmark’s third-largest bread producer, get off to a good start in 2008. Export markets, with major new customers in both Sweden and Switzerland, have contributed to the Kolding-headquartered company’s success. Overall growth for the year is expected to be 25%.

Besides the Bready range, a new sandwich bread called easyCasella has been a key factor in growth at home and abroad. These products are now making inroads in the Swedish and Swiss markets, and a number of existing Danish customers have also welcomed them.

“It’s important for us always to be able to offer new and exciting products which can create further value for our customers without them having to compromise on quality and flavor,” said Flemming Paasch, ceo. “That was our starting point with easyCasella, which is the bread equivalent of ready-prepared lettuce in bags – fresh, pre-buttered sandwich breads which can be opened without a knife after thawing. They are now on the market in three varieties – pre-buttered with real Italian pesto or extra-virgin olive oil.”

The thaw-and-warm Bready range is packed in a grilling foil, which makes handling easy. In April Valora Trade Sweden AB launched a full assortment in Sweden.

“We felt that the product had great potential because the market for these kinds of products grew faster than the existing range could handle,” explained Therese Norden, marketing manager. “Due to their unique packaging and fresh flavors, Bready is the perfect alternative for a wide perspective of clients who need something tasty and yet simple to serve their customers. Sales have progressed according to expectations, and we have increased our offer to the quick-serve market significantly.”

When the food industry’s major independent analytical survey of Danish wholesale customers last year ranked Easyfood in the number one position in categories such as innovation, market position, information and product quality, said Paasch, this was a reliable indicator that the company was heading in the right direction.

But the ceo emphasized that his team will not rest on its laurels, and is cooperating closely with customers to develop customized solutions in sandwich breads, convenience products and more. “We work with some of the world’s leading fast food chains to develop varieties which are a perfect match for their concepts,” he commented.