The Moomin jams combine high-quality flavor, visual appeal, and sustainability. The jam series includes three favorite flavors: strawberry, apple, and pancake jam. The jams will be available in eye-catching 850-gram printed buckets and brand-new 750-gram refill packs, which are being introduced to the Finnish consumer market for the first time.

“The Moomins are an iconic part of Finnish culture, and being part of the 80th anniversary celebration is an honor for us. We wanted to launch the Moomin jam series in this special year – one that merges sustainability, quality, and storytelling. The refill packs are a step toward more sustainable consumption, and we hope to inspire Finnish consumers to try this new way of enjoying sweet treats”, says Atte Rekola, CEO of Herkkumaa.

The jams contain 50 % fruit or berries, making them a delicious and natural choice for the whole family. All packaging is adorned with beloved Moominvalley characters, joyfully adventuring across the printed buckets and bringing a touch of nostalgia and delight to the dining table. The refill pack is already a popular choice in Sweden, and Herkkumaa aims to lead the way in promoting more responsible consumption in Finland as well. The new packaging format is designed to reduce plastic waste and encourage the use of reusable containers in everyday life.

“Consumers increasingly expect responsible solutions, even when it comes to sweet treats, and at Herkkumaa, we want to meet that demand. Refill packs offer a way to reduce plastic waste in everyday life without compromising on quality or visual appeal”, says Jari Pursila, Herkkumaa’s Commercial Director.

The new Moomin jams will arrive in stores at the beginning of June. The launch will be supported by strong in-store visibility, especially through vibrant and colorful display stands and Moomin-themed promotional packaging that catch the eye and attract consumers to the shelves. Additionally, Herkkumaa will guide consumers on how to use the refill packs through packaging materials and an online marketing campaign, making the transition to a more sustainable choice as easy as possible.