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The high-quality Pirkka Parhaat is the first premium sub range of a store brand in Finland. The range complements the diversified selection of Pirkka products. The Pirkka range already comprises product families for Fairtrade products, organic foods, cholesterol-lowering Reducol products and ethnic products.
Pirkka Parhaat offers the best quality in the market at competitive prices. The products admitted to the range must fulfil strict criteria concerning the high quality of ingredients. The taste must also be first-rate.
"All Pirkka products share the same good quality, assured through research by the in-house K-test kitchen, and the low price compared with a corresponding branded product. The prices of Pirkka Parhaat products will also be highly competitive," says Vice President Ari Akseli.
Studies have shown that the high quality, safety, domestic origins and diversity are strong attributes associated to the Pirkka range. The quality is also reflected in the guarantee of satisfaction: if the customer is not satisfied with the Pirkka product, he or she can return it and get the money back.
Pirkka Parhaat products are sold in packages of silver and black, which makes it easy for customers to identify them on store shelves. The first products launched in the range include hand-crimped Karelian pasties, a sushi meal and a golden-smoked rainbow trout fillet. In September, K-food stores already offer a selection of about 30 Pirkka Parhaat products, and the total number will be approximately 150.
Further information: Vice President Ari Akseli, Kesko Food's Commerce, tel. +358 1053 28900 Brand Manager Kaija Grommi, Kesko Food, tel. +358 1053 22260
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. Kesko Food Ltd is a subsidiary of Kesko Corporation.
