Peter’s Yard Launches Knacks Crispbread Swedish Snack Range at #FBC15!

A big warm welcome to Peter’s Yard (@PetersYard), returning as FBC Alumni Brand Partner’s with a new range for you to discover in every goodiebag! 


Standard petersyard logoTell us a little bit about who you are, your influence and your inspirations, how did you get started – what is special or different about your brand or product that makes you stand out?

Wendy and Ian (Co-Founders) were colleagues from Cadbury Schweppes who had a shared passion to set up a business of their own and recognised they had very complimentary skill sets and shared values. They are also both passionate about bringing everything that is best about Swedish baking to the UK and set out on a mission to bring the best of Swedish baking to the rest of the world.

They met Peter, a Swede who had already started to do this with his Swedish bakery in Edinburgh. Wendy and Ian were so impressed by his range of baked goods, including some very special crispbread that they joined Peter as business partners having only met him twice. Peter’s Yard’s first product sold outside of the bakery cafes was crispbread and the range will grow to include other Swedish bakery favourites discovered in Sweden plus some very exciting new savoury snacks. From the very start, Wendy and Ian wanted to create a business that makes them proud. In addition to bringing the world the best of Swedish baking, this also includes bringing out the best in themselves and the people they meet and work with along their journey.



Peters Yard Range shot with 2 drinks (1)
FBC15 Connecting Bloggers and Brands

How did you hear about FBC? Tell us why you would like to take part.
We heard about FBC through social media connections. We would like to take part in FBC this year because we want to raise brand awareness with the food bloggers attending with our most significant NPD launch to date – our new snacking range.

FBC registered attendees from around the world will be going home knowing more about your product and its flavour! How can non-registered bloggers get their hands on your product?
For samples, additional information, images or to arrange interviews please contact Lesley Parr at our PR agency Splat Marketing & PR 07754 482139 / 01538 381884


Are you a fan of food, travel, lifestyle blogs?
All the Peter’s Yard team enjoy reading various food, lifestyle and travel blogs and our social media manager wrote their own food blog for a number of years (which is how we initially knew about her). We’ve followed bloggers right from when we started the business 8 years ago and worked with several on specific projects as well as sharing samples directly with a wider group of bloggers and supporting blogger events. Bloggers have developed recipes for us, we’ve supported blogger events and supper clubs/pop ups and had specific content written for us by bloggers. We are currently working with a blogger who is a food stylist on a 12 month content plan including recipes, ‘how to’ guides, photography and Swedish food traditions. When working with bloggers to create content we look for a good understanding of Swedish/Scandinavian food, unusual recipe ideas and a calm but engaging writing style.


What do you look for in a blogger when searching to work with bloggers?
In supporting events we look for ones with a Swedish/Scandinavian theme or those that support charities like Action Against Hunger.

We are keen to carry on working with bloggers to develop recipes, content, supply samples and support interesting events. We are interested in looking at blogger giveaways/competitions as this is something we haven’t tried so far.


How has social media helped you connect and engage more with a wider audience and particularly bloggers?
Social media and in particular Twitter has been part of our marketing strategy since start up. It has enabled us to talk directly to food fans about what we are doing, share recipes, connect with people to share samples of our product, find advocates of our products, find people to work with to develop recipes or use our product at events.

It helps us keep in touch with what’s happening and new in the food world. Twitter has a strong food community and talking directly to food lovers has really helped us spread the word about our product. We also use Facebook, Pinterest and Instagram and are working to build our connections there.


What positive effect are food, travel or lifestyle bloggers having on the industry?
The most important thing that blogging and social media have allowed is the ability to talk directly to a wide range of people who are interested in food who were previously ’hidden’ from view.

So producers, chefs, retailers, food lovers, journalists etc can now all talk directly online. This makes the food landscape much more accessible to all and allows professionals and amateurs to connect in a way that wasn’t possible before, the communication is now two way rather than one way as it was with more traditional media.

To achieve a successful blog, from an industry perspective, what comes first – the dishes, the styling, the photography or the words?
A great blog is one that has a coherent and interesting voice. It doesn’t have to be beautifully styled or photographed (although that helps) but is does have to tell an interesting story whether in words or pictures. It has to show some of the personality of its author(s).

What food trends are you looking forward to seeing snowball in 2015?
One trend in blogging that we really like is the chance it has given for unique voices to be able to publish traditional books on a wide range of cuisines.

Peters Yard 1506110709 (1)

If you could tell people to eat one thing more often what would it be and why?
Our crispbread of course! Because they are delicious, healthy and the perfect host for a wide range of toppings from the luxurious to the simple. Our recipe section has lots of ideas of crispbread toppings as well as some traditional Swedish recipes:



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