Kesko bought Naughty BRGR and Pups trademarks.
Kesko bought Naughty BRGR trademark. Picture of closed Naughty BRGR restaurant on Lönnrotinkatu. Karoliina Vuorenmäki/KL
Kesko bought Naughty BRG and Pups trademark rights for Burgers and Hot Dogs. With the transaction, Kesko’s goal is to provide consumers with the opportunity to manufacture products in the home kitchen. Kesko has sold brands in grocery stores since 2018 and 2024.
The trade includes brand intellectual property rights, or names, logos and domains.
– We have been closely involved in developing both brands of retail products and the products have been well received, so we will, of course, want to ensure the availability of products in the future. We are delighted to be able to provide the basis for their future, says Kesko in a news release Harri Hoviresponsible for the freight trade and responsibility of Kesko’s grocery industry.
Premiumburger and hot Dog product families respond to several food trends.
– Consumers appreciate ease and speed, and ready -to -eat food has become a more typical way to make their own everyday life easier. At the same time, there has been a premiumization in the prefabricated food: the growth of popularity has been the most significant for higher quality ready -made foods. Indeed, the selections have been expanded, and the shelves of the shops have also been complemented by restaurant brands, represented by Naughty Brgr and Pupskin, Hovi says.
Naughty BRGR and PUPS products currently include a total of 29 products, such as hamburger and hot dog rolls, various sauces, beef burger steak, cheese, hot dogs and a ready cheeseburger.
– Products have a well -established buyer and they are popular with families with children. The most sought after products are Burger and Hot Dog rolls, ready -made cheeseburger, hamburger steak and burger cheese. Products are manufactured by 10 Finnish companies and our goal is to continue working well with different partners to develop the series, says Hovi.
Chef Axle Herlevin Founded by Naughty BRG, it announced that it would go bankrupt in January. The Pups Herders founded Herlev as a pair of Burger Men in the series Ossi Lahtinen. Both companies belonged to the Street Food Group, which went bankrupt in March.
– Sometimes you just have to bump up to get up and continue, Herlevi comments to Iltalehti in January.