Maksalaatikko (literally “box of liver”), is by far the most sold convenience food in Finland. To say that it’s an acquired taste is an understatement.

In 2018 Saarioinen, which holds about a 95% market share of all maksalaatikko sales decided to look for growth from the international market.

With a suitcase filled with maksalaatikko, Saarioinen (or more precisely myself, a cameraman and a product sampler) embarked on a three-country tour to identify market potential. Long story short: people hated it, which made Finns love (and buy) it even more. Obviously, the whole thing was a marketing stunt aimed at Finns to begin with.