Turning everyday crispbread into an authentic, daily alternative to traditional bread.
Clarifying portfolio roles and modernizing a local crispbread brand following an international acquisition.
After the Lantmännen Group—manufacturers of Finn Crisp—acquired Orient Products, they inherited "Schedrye," a long-standing crispbread brand with a loyal customer base. However, a portfolio audit revealed that Schedrye lacked a clear role alongside its new sister brands, as well as a distinct market positioning, competitive edge, and modern packaging identity.
To solve this, Mildberry was tasked with auditing the category landscape, developing a new brand platform, and redesigning the packaging identity to reflect updated values while expanding the product portfolio.
Repositioning crispbread as a healthy daily bread alternative and building a clear portfolio design system.
Mildberry shifted the brand narrative away from standard snacking tropes to focus on everyday home traditions and modern health awareness.
Our market analysis revealed that health-conscious consumers view crispbread as a daily alternative to traditional bread rather than a simple snack. We leveraged the deep cultural connection to bread—evoking comfort, family, and home—to position Schedrye as "Bread traditions in a modern and healthy format for every day," filling an open space in its price segment.
We reorganized the portfolio into clear thin and thick crispbread lines for daily consumption. Additionally, we created the "Schedrye Exclusive" sub-range featuring exotic flavor profiles, allowing the brand to maintain a presence in the adventurous snacking space while keeping its core line grounded in everyday eating.
We designed a visual system that retained core recognition for existing buyers while introducing clear line navigation. The artwork features crispbreads at the forefront of the composition, while tailored topping combinations signal usage occasions: everyday staples for thick crispbreads, refined pairings like salmon and avocado for thin variants, and distinct ingredient cues for the Exclusive line.
To maximize the packaging's communication role, we developed a set of simple, engaging slogans and messaging touchpoints across the pack. These copy elements clearly explain functional product benefits while reinforcing the brand’s core warm, home-centric values.
A refreshed, strategically grounded brand system that gave Schedrye a competitive edge in national retail.
Mildberry successfully redefined Schedrye's role within the Lantmännen portfolio, transforming it into a clear, consumer-centric alternative to daily bread. The redesigned packaging system improved shelf navigation, honored brand heritage for existing consumers, and opened up new flavor categories for future growth