Vaasan & Vaasan CEO Kalle Tanhuanpää has hailed the company’s plans to implement a new business structure as the start of a “new era” in the development of the Finnish bakery company.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

Currently, Vaasan & Vaasan’s business is divided into regional units. However, from the beginning of January next year Vaasan & Vaasan has said that it will be divided into business areas rather then geographical regions. Three divisions – fresh bakery products, bake-off products and crisp bread – will be created.


“Until today the current model has worked well and taken us to strong market positions with leading brands in many countries. Now it is time to start to grow into one company with clearly defined business areas,” Tanhuanpää told just-food.


Tanhuanpää said that the move will also help increase operational efficiency and cooperation between Vaasan & Vaasan businesses.


“This change will enable and encourage us to leverage synergies between countries, competences can be used more widely and best practices can be transferred faster. This development will be supported by common processes and metrics,” he revealed.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

“This change will also clarify responsibilities in our organisation. In the current business environment speed to act becomes even more important and this change will help us in that respect, too,” Tanhuanpää added.


In dividing the business by category, Vaasan & Vaasan believes it will drive growth across the Baltic region.


“We believe that all our business areas have good growth potential driven by health, wellness and convenience trends. The increase of out of home eating will particularly drive bake-off growth. This also means an active renewal of our product assortment in order to better serve our customers and consumers,” Tanhuanpää told just-food.