Students realise: product development fuels export

Sari Ollila has been teaching the ' course for about eight years, with the latest session this autumn. In addition to teaching, she is also leading a Master's programme aimed at strengthening food export and gastronomic expertise.

According to Ollila, the connection between export and product development is clear.

– Every export effort should start with understanding what sells in the market, how consumers want to buy products, in what form, what they look like, and which flavours appeal to them – and this varies by country, she emphasises.

Interestingly, the same product may not work everywhere; even between Finland and Sweden, for instance, Swedish consumers prefer frozen chicken or fish products, although fresh products are reportedly gaining popularity there too.

Ollila is constantly working on her own product development as well. However, a much-anticipated regular guest for the course is , a 100-year-old import company that does not have its own production facilities but is still involved in product development.

– This year, we welcomed new guest speakers from and Data Services. Each guest has an interesting career path in product development, with some also having experience in exports. Many of our guests are alumni of our university.

Students in Ollila's course work in teams to develop new food ideas, focusing on branding and marketing strategies.

Environmental and Food Economics student Paavo Aro and Food Science student Heli Pitkäaho praise the course for its inspiring industry visitors.

– I've realised that a lot of effort goes into bringing a good food product to market. A good product alone isn't enough; you also need a commercial mindset, summarises Pitkäaho.

Ollila commends the students for their creativity and their ability to spot trends.

– Many products that have since appeared in retail selections were already showcased in the students' ideas years ago, she says with delight.

Students conduct real consumer market research based on their product ideas, giving them a taste of what genuine product concept development entails and what it requires.

Aro mentions that sustainability and environmental friendliness were significant topics during the course, but market research revealed that price is a crucial factor for consumers, and the aforementioned aspects did not resonate as strongly.

– The recent economic downturn likely plays a role in this, Aro reflects.

Pitkäaho agrees and adds:

– On the other hand, the importance of domestic products emerged as significant. Perhaps self-sufficiency has become a more important value among the surveyed consumers aged 25–35.

Aro's group came up with the idea for a dried sourdough starter called "Juuri Sinulle," which would allow people to easily bake fresh sourdough bread at home. The students carefully considered branding and product presentation for this item.

Meanwhile, Pitkäaho's team developed a ready-made meal for children called "Sapuska." It would be a frozen meal designed for 5–7-year-olds, adhering to nutritional guidelines.

Sometimes, an idea born on the Viikki campus leads to entrepreneurial success, as seen with the plant-based ice creams.

University of Helsinki alumna Annika Ikonen, along with her partner Francesca Åström, is behind the award-winning Friidu ice creams, which have been sold in well-stocked K and S Group stores since spring 2023.

This autumn, Ikonen was a guest sparring the students in Ollila's course for the first time.

– I was a panellist assessing the students' product ideas. It was fun and inspiring to see their solutions and how differently they approached product development.

Ikonen wishes she had a course like this during her studies, which largely focused on the product itself.

– But there is so much more around it, such as commercialisation, running a business, marketing, and concept development, which I've learned through experience.

Ikonen highlights the support she received from the University of Helsinki's entrepreneurship community, , on her journey to becoming an entrepreneur.

Ikonen hopes that students will find the courage to experiment during their studies at Viikki.

– You don't have to be Valio to bring products to stores. It's essential to combine consumer understanding, product innovation, and product development.

She clarifies that, for example, ice cream should evoke notions of deliciousness, and innovative ingredients may not necessarily attract consumers at the point of purchase.

Ikonen believes Friidu is currently gaining traction, but there is still a desire to increase brand awareness in Finland, meaning export efforts may come later.

For aspiring entrepreneurs, Ikonen has a couple of tips:

– In entrepreneurship, courage, social skills, self-expression, passion for your cause, and perseverance to weather tough times are essential. You must also be proud of what you do, says Ikonen, assuring her audience that she truly believes Friidu will become Finland's favourite ice cream.