In a conversation with CEO Viktoria Forsberg, we delve into the origins and growth of Wild & Berg, a company born out of the whirlwind life of a businesswoman striving for balance. Juggling the demands of a bustling marketing agency, a family, and personal wellness, Viktoria recognized a gap in the market for nutritious, on-the-go snacks that catered to her active lifestyle. Inspired by her Finnish roots and a love for wholesome ingredients, the idea for Wild & Berg began to take shape during moments of reflection amidst Finland’s serene natural landscapes
How did the idea for your company come about (inspiration), and could you share the initial challenges you faced?
As a busy businesswoman running a marketing agency, I was juggling three kids, two dogs, a big house, and a husband at home, along with 13 employees at work. I was also trying to stay fit, work out, and eat healthily. Between driving the kids to their hobbies and attending meetings, it was impossible to prepare a healthy snack that included everything the body needs. I couldn’t find the kind of bars that I felt good about eating or giving to my kids. A bar is simple and easy to bring to practices or keep in your handbag.
After selling my marketing company, I had more free time, which I spent outside in the beautiful Finnish nature and forests. It was during this time that the idea for Wild & Berg began to take shape. I reflected on my experiences and thought, as a Finn who loves rye bread, oatmeal, Finnish berries, and milk, what if I could create a bar that included all these healthy and recognizable ingredients?
With my background in product development at Fresh and my experience as a competitive athlete, I felt the challenge was manageable. So far, it has been, thanks to my supportive family, my dedicated team who are as passionate about Wild & Berg products as I am, and my extensive knowledge in food product development, marketing, and branding.
What are the primary products your company offers, and how do you source ingredients for these products?
We produce full-snack protein bars, protein balls, bliss bites, and protein cookies. Our first priority is always to source local or Finnish ingredients. Sometimes, we discover new and interesting ingredients at local fairs, which is always exciting. When necessary, we turn to more industrial manufacturers. The search for ingredients is almost like an adventure—you never know when you’ll come across something new and intriguing!
Could you tell us more about your bars, their branding, packaging, flavours, and their appeal to different consumer segments?
Crafted from Finland’s pure and nutrient-rich nature, our Fullsnack bars are packed with wholesome ingredients like berries, oats, rye, and whey. We use no added sugar, artificial sweeteners, or preservatives—only nature’s genuine flavors. Fueling your body and mind is our top priority, driving us to create this natural superfood category of Fullsnacks, enriched with high-quality proteins, slow carbs, fiber, and healthy fats.
We offer five different options:
- Cranberry White Chocolate: The most popular, perfect for satisfying a sweet tooth.
- Peanut Bar: Great when you need something a bit saltier and more filling.
- Chocolate-Coconut Bar: A favorite for many, especially popular with outdoor enthusiasts.
- Licorice Bar: Unique and appealing to those who prefer a stronger flavor.
- Mint-Chocolate Bar: Tastes like After Eight chocolate, making it a delicious treat.
The Wild&Berg brand and packaging were developed in collaboration with a Helsinki-based branding company, leveraging our own expertise in branding and design. We love the visual identity of the brand and how it resonates with our customers.
Who are your conusmers?
Athletes, parents, adults, teenagers and children. Foodsmart people on the go.
With the growing emphasis on consumers being the creative center of innovation, how does your brand/company involve its consumers in the development and innovation of its snack bars, aligning with the “Power to the Consumer” trend in the industry?
Our consumers are our greatest source of feedback and inspiration. We actively participate in local fairs and markets to engage directly with our customers. These interactions provide a natural and easy way to gather valuable feedback on our products. Customers are often happy to share their thoughts on taste and quality, which we greatly appreciate.
One of our competitive advantages is the unique and delicious taste of our products. This distinctiveness encourages customers to talk about our products and get involved. Dedicated customers frequently provide actionable feedback, allowing us to continually improve our offerings. We are incredibly grateful for the support and insights we receive on a monthly basis, which play a crucial role in our ongoing innovation and product development.
How has the market responded to your snack bars, and what plans do you have for expanding this product line?
The market has responded with great interest, enthusiasm, and a strong willingness to include our products in their assortments. Step by step, we are entering new areas across Finland.
In the future, we plan to introduce new flavors and expand our range of gluten-free products. We are also exploring the possibility of offering a vegan bar option. To enhance production efficiency, we will invest in new technology in the coming years.
How do you implement sustainability in your business?
We use as many ingredients as possible from local suppliers. Our protein source, milk whey, comes from a nearby farm, and all our berries, rye, and oats are Finnish. The Finnish forest is central to our brand because it inspired the idea for Wild&Berg full snack bars. Without it, there would be no Wild&Berg!
We believe that quality concepts require time spent in nature. Therefore, it is vital for us to honor Finnish nature in everything we do. We strive to reduce our carbon footprint and minimize our negative impact on the environment. Additionally, we encourage people to care for and cherish our beautiful nature as much as we do.
To us, sustainability is not only about reducing our carbon footprint but also about promoting inner sustainability and laying the foundations for future generations to live healthy lives.
What is your company’s vision for the future?
We aspire to inspire a healthier lifestyle by encouraging people to move more, make better eating choices, and shape the snacking habits of the future. Our goal is to reduce the number of unhealthy snacks on supermarket shelves and instead offer products rich in nutrition without empty calories.
What sets your company apart from other companies in the same industry?
We have the unique concept of a Fullsnack, which includes all the nutrients the body needs: fiber, protein, slow carbs, and unsaturated fats. Unlike other companies that primarily focus on protein, our bars offer a balanced mix of all essential nutrients. Our products meet nutritional recommendations and are suitable for athletes, children, and adults, which also sets us apart.
How does your company approach innovation within the industry, and what role does technology play in your business model?
We love new ideas and innovations! They are a huge part of our company. I often spend time with our production team, experimenting with new ideas and flavor combinations. We encourage innovation, and the drive for development is deeply embedded in our business culture.
Regarding technology, we have already invested in new technologies to enhance our production processes and are planning further investments. In the long run, these investments will pay for themselves by freeing up time from some of the more time-consuming aspects of production.
Could you share some examples of successful collaborations or partnerships your company has been involved in, and how they have contributed to the company’s growth?
In September 2023, Wild&Berg participated in the Superyacht Foodie event in Antibes. As a result, we established a partnership with the Yachtneeds team and other superyacht provisioners. Our products are now available through Yachtneeds in Monaco. Being a part of Superyacht Foodie 2023 was a fantastic experience. Besides the valuable networking opportunities on-site, the event also provided us with significant marketing exposure and visibility.
What are your thoughts on the future of the snack bar industry , and how is the company preparing for upcoming trends or changes?
We believe the future is bright! People deserve easy options that are healthy and nutritious, and the demand for convenient, wholesome snacks will only grow stronger. We think a company like ours, which genuinely aims to support our customers’ daily lives and understand their snacking needs, has a secure place in the future.
Regarding trends and changes, we are always exploring new opportunities and possibilities. For instance, we are currently seeking a natural vegan protein option to expand our product line with vegan alternatives. Currently, our protein comes from milk whey sourced from a local farm in northern Ostrobothnia, Finland. Finding a vegan protein that complements our other ingredients and tastes delicious is a challenge, but we are committed to making it happen.
Lastly, what advice would you give to aspiring entrepreneurs or individuals looking to start their own sustainable business ventures?
If you can’t stop thinking about your business idea, don’t try to suppress it—just start doing. If it feels forced, then wait. Often, we get stuck in the preparation phase due to perfectionism or fear, but remember that things can fall into place later, and a business plan can be made a year later. Look around and see what is possible to do right now. There are people around you with great minds who can help you along the way.
Lastly, always set a long-term goal and promise yourself something a little bit beyond what you think you are capable of delivering. You will be surprised at how easy it is to reach targets!
