Jenni Spinner: Could you please share a little bit about Wasa’s history—how it got started more than a century ago, its arrival to the States, and innovation over the years?

Layne Hillesland: Wasa was founded in Sweden in 1919 and has since grown to become the world’s leading producer of crispbread, with its products enjoyed in over 40 countries, from Scandinavia to North America. From day one, Wasa has been committed to making crispbread a household staple, appealing especially to health-conscious consumers who appreciate this traditional Nordic favorite. More than a century later, Wasa continues to be a leader in the category, providing simple, wholesome products that stand the test of time. 

Wasa USA’s first innovation in five years, Crisp Creations, is a twist on its iconic crispbread. Featuring the same satisfying crunch and generously sized crackers Wasa is known for, Crisp Creations introduces two exciting flavors: Cinnamon and Sesame & Sea Salt. With their new round shape and distinctive texture, these snacks offer the perfect canvas for culinary creativity, making it easier than ever to enjoy flavorful, nutritious snacks or mini-meals.

JS: What sets Wasa apart from other companies making similar products? Feel free to talk about anything from the company’s history, operating philosophies, the products themselves, etc.

LH: Wasa stands out in the world of crispbreads and crackers because of its unique combination of size, versatility, and commitment to quality. Compared to typical crackers, Wasa crispbreads are larger and heartier, making them an ideal canvas for everything from creative snacks to light, satisfying meals. Whether you're swapping out your morning toast or building an open-faced sandwich, Wasa provides a wholesome foundation. The new Cinnamon Crisp Creations variety is geared towards folks looking for something sweet and pairs wonderfully with nut butter or creamy Greek yogurt, while the Sesame & Sea Salt Crisp Creations flavor offers another delicious option for snack fans looking for something savory. Craving a snack? Wasa Crisp Creations now have you covered.

What truly sets Wasa apart is its dedication to simplicity and transparency. All of its products, including the innovative new Crisp Creations, are oven-baked using just a few straightforward ingredients, with no artificial preservatives or colors, making them a smart choice for anyone looking to add cleaner, more natural options to their diet.

JS: Crispbreads, thins, and other cracker-y products are, literally, dry, but a lot about Wasa is the opposite of dry and boring. Could you please talk about the company’s fun side, the products’ entertaining possibilities, etc.?

LH: At Wasa, we believe that crispbreads don’t have to be dry or dull. They should be a delicious and fun part of everyday snacking. We’re always looking for fresh, creative ways to connect with consumers and showcase just how versatile our products can be. According to recent Mintel research, six in 10 U.S. consumers say flavor is the top priority when it comes to crackers. That’s exactly where our new Wasa Crisp Creations comes in. Designed with taste and enjoyment in mind, they let snackers mix and match their favorite toppings while starting with a wholesome, flavor-packed base they can feel good about.

We also know from The Future of Snacking 2024 report by The Hartman Group Inc. that 76% of consumers are now replacing traditional meals with snacks. That insight inspired us to make Crisp Creations not just delicious on their own but also perfect for building mini-meals. Whether it’s a casual get-together or a quick bite between meetings, our crispbreads offer an exciting canvas for snack lovers to play with flavor and elevate the moment.

JS: Specifically, the marketing concepts you’ve come up with have been pretty entertaining. Could you please talk about things like the Thanksgiving overalls, the crispbread yoga mats, the Crisp Creations bags that were a hit at Expo West, and other marketing/promo items, and how they fit in with the company’s branding philosophies?

LH: At Wasa, we bake crunchy products. We like to keep it natural, simple, and healthy. But that doesn’t mean boring. In fact, we believe in making healthy interesting for everyone and that means being creative and trying new things. Which we do. So no, not boring… pure and joyful. Big and audacious has led to a noisy, crowded food space with a lot of promises. It’s so hard to eat well, to eat “right” and know who to trust. Which is why we are dedicated to not fall in that trap, but instead give you healthy and surprising ways to crunch your day. 

The people we serve are seeking healthier and more enjoyable ways to eat, but we understand that can be a challenge. That’s why we’re offering creative and wholesome solutions to help them crunch through the day. From yoga mats inspired by our crispbreads, to stress-free Friendsgiving overalls designed for hosting with ease, to the Wasa Snackle Set made for summer adventures, and Crisp Creation crispbreads that serve as a deliciously simple base for bold, versatile mini meals, we’re delivering unexpected, better-for-you ways to snack and savor every moment. Our marketing and promo items are meant to make it easy for you to snack anytime, anywhere. 

JS: Like the brand’s other thoughtful marketing and promotional efforts, the recent Wasa Camp Crunch event was a lot of fun. Please talk about that and how it aligns with the brand’s overall voice.

LH: Wasa launched Camp Crunch to connect with health-conscious, on-the-go snackers by showcasing the versatility of its new product in a fun, approachable way. The event reimagined a traditional summer camp to reflect Wasa’s modern, playful, and purpose-driven brand.

Guests experienced interactive, camp-inspired activities like cornhole (“Toppings Toss”), relay races (“Build-a-Bite”), tug of war (“Battle of the Bites”), and a scavenger hunt (“Snack Sleuths”). Relaxation and wellness were also central, with mocktails and crafts at The Charm Bar, campfire s’mores, and morning yoga during “Wake Up & Work Out.”

Set on Governors Island, Wasa Camp Crunch debuted the Crisp Creations line with an immersive glamping retreat. Dylan Efron, along with media and creators, previewed the experience. Later, contest winners joined for a Memorial Day weekend getaway featuring nature, bonfires, and a custom ASMR-inspired soundtrack, highlighting the iconic Wasa crunch and narrated by our celebrity partner, Dylan Efron.

JS: What’s next for Wasa? Anything you could share about new products in the works, or future fun marketing stuff, would be great.

LH: We’re keeping a close eye on emerging consumer trends to understand what shoppers are looking for in the snack aisle and exploring how Wasa can innovate to meet those evolving needs while staying true to our ethos. We’re always looking for fun ways to engage with new and existing fans to amplify our core values in a fun and authentic way. 

JS: Do you have a favorite Wasa product, and/or way to serve any of Wasa’s products when you’re entertaining?

LH: When entertaining, I love creating a beautiful grazing board filled with a mix of dips, cheeses, olives, and fresh fruit, always paired with Wasa Crispbread. I like offering a variety, such as Whole Grain Crispbread, Sesame Flatbread, and the Gluten-Free Sesame & Sea Salt option, so there’s something delicious for everyone to enjoy. 

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