We decided to pick up a very Swedish snack while on the road in Malmö, Sweden, earlier this month. This is a white rye bread folded around slices of smoked reindeer meat, sold by Sweden’s third biggest bread producer Polarbröd. Reindeer meat is a staple in the north of Sweden, where Polarbröd is headquartered, but the company’s products are available all over the country.

Family-run Polarbröd's main USP is that it shock-freezes all products directly after baking, to then be sold defrosted in supermarkets. This traditional preservation technique, called “Polarmetoden” (the Polar method), has been used by Polarbröd for many decades and ensures maximum freshness without the use of preservatives. It is also a way for the company to be able to bake larger quantities at the same time and to prevent food waste - consumers are encouraged to refreeze the bread after purchase and only defrost as much as they need.

With its sales nearing $100m (and that with a healthy profit margin) Polarbröd is a good reminder that despite the carb-reducing trend, it is still possible to run a bread company at a profit. The company has taken a lot of innovative steps in the past few years to ensure that it stays relevant and in tune with consumer trends.