Valio involves consumers in product development. The company has set up an online virtual market research community to support Valio product ideation, planning and testing.
Interaction with consumers is direct and continuous in Valio’s own online media, while Consumer Services communicates with specific consumers by telephone and e-mail.
Products launched within the last five years accounted for 24.3% of Valio net sales in 2013. Valio launched 120 new products in 2013 (2012: 123).
Research, product development and quality control expenditure accounted for 1.5% of net sales (2012: 1.4%), totalling just over 30 million euros.Continued success for protein products and Valio launched a cheddar cheese
Sales of products with a high milk protein content, such as Valio ProFeel® protein yoghurts, drinks, quarks and cottage quark, plus Valio quark continued to grow in 2013.
Valio ProFeel® products contain lots of high quality milk protein and make ideal snacks, before or after exercise, and to help control weight.
In September 2013, Finland’s most popular cheese family Valio Oltermanni® was extended to include the world’s most popular type of cheese, creating Valio Oltermanni® Cheddar. And Valio Oivariini® Herkku was added to the Valio Oivariini® product family. The cheddar was so popular that at first shops were selling out of the product.
Valio Eila® lactose free low fat milk drink and fat free milk drink came out top for taste and buying interest in a taste survey conducted among consumers. is the easily recognisable brand for Valio’s lactose free products.
Consumers enjoyed the Valio cheese classics, along with Valio Koskenlaskija® and Valio Viola® cheeses. A Finnish favourite, Valio Koskenlaskija® processed cheese celebrated its 80th birthday in 2013.
The Valio Plus™ range continued to grow. The latest addition to the product family is the ready-to-serve milk chocolate drink launched in September 2013, which contains 50% more high quality milk protein, 100% more vitamin D, and less sugar.
A milk drink was launched in the Valio Hyvä suomalainen Arki® product range at the beginning of 2014 and was well received.
In Valio’s domestic market, the Valio logo signifies that a dairy product has been manufactured in Finland from Finnish milk.
Valio’s retail product range included 56 products bearing the Finnish Heart Symbol.
Valio offers a total of 106 items bearing the Heart Symbol in the retail and Food Service product ranges, factoring in different package sizes.
The right to use the Heart Symbol is granted by the Finnish Diabetes Association and Finnish Heart Association.