Kotivara is a Finnish manufacturer of premium smoked cold cuts with a long history in the category. The company is known for its focus on craftsmanship, quality, and a production philosophy where taste is refined over time rather than accelerated through shortcuts. Kotivara is also among the pioneers of salami production in Finland.
The category Kotivara operates in has seen relatively little innovation, even though mettwurst (the Finnish salami) is a regularly consumed product for a large share of Finnish households. This created a clear opportunity to rethink what is possible within a familiar product segment.The result was a significant product innovation: for the first time, a mettwurst product was awarded the Heart Symbol, which helps consumers identify healthier options within a category, particularly in terms of fat and salt content. The product achieved a reduction of 69% in fat and 62% in salt, without compromising taste.
To ensure the innovation reached a wide audience, the product launch was supported by high-visibility communication. The campaign debuted on the front page of Helsingin Sanomat and Kaleva, positioning the innovation clearly within the national conversation.
hasan & Partners supported Kotivara in refining its new marketing concept, built around the time, care, and craftsmanship invested in the products. This launch represents the first step in a longer-term platform focused on strengthening Kotivara’s role as a modern challenger within its category.
There is no shortcut to good taste.Refining it takes time.
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