The journey towards healthier bread products continues
At Lantmännen Unibake, we are continually developing new products and refining existing recipes to contain less salt and sugar/fat, and more fibre and wholegrain. Below is a brief overview of some of our recent product developments.
As a leading global bakery group, Lantmännen Unibake has built its success on delivering great-tasting bread products that meet consumer needs. At the same time, we also recognise our responsibility to support public health by creating healthier products that benefit future generations. As a big player, what we and our colleagues in the baked goods industry do matters.
That is why we continually develop new products and adjust existing recipes to strengthen their nutritional profile with more wholegrain and fibre, and as little salt and sugar as possible.
New product innovations
Some of the latest product innovations include Schulstad Levebrød Mørk Kerneglød (DK), a loaf rich in fibre and wholegrain; Hatting’s Tasty Fuldkorn Burger Bun (DK), which is also high in fibre and wholegrain; Hatting’s Super God bread rolls and Havre God toast bread (SE), which are, respectively, fibre-rich and contain very little sugar and packed with wholegrain oats; and two new launches from Hatting in Norway: the Grov Gourmet hamburger bun made with fermented wheat, and the already popular wholegrain rolls, Grove familiebriks.
In Poland, consumers can now enjoy a homemade hotdog and choose between two baguettes with a healthier profile than the usual white option – the Schulstad Wholegrain Hot Dog Baguette and the Schulstad Fibre Hot Dog Baguette.
And in Finland, Lantmännen Unibake Finland Frozen has introduced new products that meet the Finnish Heart Symbol standards, including the Vaasan Mestarin Oat–Flaxseed bread loaf, the Vaasan Graham Roll, and the Vaasan Alppileipä. Breads with less salt, supported by the natural flavour of seeds and wholegrains.
Existing products reformulated
While developing new bread recipes takes time and creativity, reformulating existing ones can be just as demanding, if not more. Consumers and customers know our products well, and many prefer them exactly as they are. Adjusting the nutritional profile without affecting taste or quality is a careful balancing act.
Fortunately, our recent reformulations show that it can be done. Lantmännen Unibake Denmark Frozen has introduced 13 wholegrain improved products in 2025 as a result of such work, and eight more improved recipes will reach foodservice operators and retailers in early 2026. By 2030 at the latest, every product baked at the Holstebro bakery will contain at least 6% wholegrain in the finished product, and in the same reformulation processes, salt content is also in most cases reduced by 5-10%. So far, there have been no negative consumer or customer reactions at all.
In Norway, a selection of Hatting fast food carriers has been launched with 15% added wholegrain – including the Chicago hotdog roll, the Chicago hamburger bun, and the Høvding Fine hotdog roll.
Earlier, Korvbrödsbagarn’s fibre hamburger buns and hot dog rolls were relaunched in Sweden with even more wholegrain and fibre. And in Finland, Lantmännen Unibake Finland Frozen has introduced the Vaasan Rievä product with less salt and more nutritional fibre, as well as Vaasan sliced sandwich loaves – both of which also now meet the Heart Symbol requirements that is widely trusted and sought after by consumers.
Together, these efforts show how healthier bread is becoming a natural part of our product development. And we are only getting started.
