Swedish crispbread brand Wasa would be sold in South Korea exclusively through Haitai Confectionary and Foods Co., the Korean company said Tuesday.
Wasabröd, the largest producer of the Scandinavian style crispbread, was founded in 1919 and has served as the purveyor to the Royal Court of Sweden for over 70 years. Its main brand Wasa gets its name from the Swedish king Gustav Vasa and is a household name in Sweden with a market share of 70 percent.
Crispbread is a flat, dry type of cracker that was traditionally considered a poor man’s bread. It has now become a staple of the Swedish diet as it is known to be rich in nutrients and fiber, made mostly from rye and other whole grains.
Haitai would be selling five products under the Wasa brand, including Wasa Original, a slightly salted crispbread made with 73 percent whole grain. Wasa Sandwich, which comes with natural cream cheese filling, offers flavors in Mild Cheese, Cheese Tomato & Basil and Cheese & French Herbs.
Wasa crispbread is a deliciously crunchy snack made of natural whole grains that would make for a balanced, filling breakfast, said Haitai. The brand is currently sold in 40 countries.
By Lee Duk-joo and Kim Hyo-jin
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