Apetit Oyj
Apetit is a Finnish food company that makes plant-based eating a delicious part of everyday life. Our operations are built on close cooperation with primary producers in our home markets of Finland and Sweden.
Apetit promotes well-being through vegetables by developing delicious plant-based food solutions and oilseed products that make everyday cooking easier in kitchens of all kinds.
Websites continuously evolve to meet business needs
We have been Apetit’s website development partner for several years. During our partnership, we have built and developed Apetit’s websites and created campaign sites in collaboration with advertising agencies.
Our most recent joint project was a major redesign of apetit.fi. Over the years, the website had accumulated a large amount of content and numerous campaign pages. The user journeys for consumers and professionals needed to be clarified, and key content, including recipes, was managed across several different systems.
The goal of the redesign was to create a modern, mobile-friendly website that meets the specific needs of consumers, professional kitchens, and other target audiences. Another priority was to integrate recipe management into the website and give Apetit’s communications team greater flexibility to create pages, campaigns, and featured content independently.
Apetit.fi and apetit.com are the result of a long-term partnership
Apetit.fi provides dedicated user journeys for consumers and professional kitchens
Fraktio was responsible for the visual design and usability of apetit.fi, while we handled the technical implementation. The project covered everything from translating the designs into technical specifications to recipe management, integrations, content for different target audiences, language versions, and final optimization across devices.
The website is divided into consumer and professional sections, with content and priorities tailored to each audience. In the professional kitchen section, products are displayed before recipes, allowing users looking for product information to find what they need quickly.
We built the website using a WordPress multisite architecture, taking language versions, navigation, URL structure, and hreflang tags into account from the outset. The Swedish website, apetit.se, was also integrated into the same multisite environment.
Product information for the Finnish website is sent from Apetit’s system to a dedicated API, while product information for the Swedish website is retrieved from the product database.
Consumer recipe management was centralized in WordPress. The recipes were already stored in the API database, so no data migration was needed. Instead, we removed the connection to the separate recipe management system. Consumer recipes are now managed entirely through WordPress.
A WordPress plugin retrieves the recipes through a Laravel API. We updated the plugin to make recipe management easier for administrators and added new content fields and product-to-recipe associations.
Recipe images are linked to Apetit’s Emmi digital asset management system using recipe-specific identifiers. New images can also be uploaded directly to WordPress. Recipes for professional kitchens continue to be imported from the previous system.
Recipe search filters are saved in the URL, allowing users to share filtered search results directly through a link.
We developed custom content blocks for the Gutenberg editor, allowing Apetit’s content administrators to build pages and rearrange content and featured elements without developer assistance. The blocks can be used not only on standard content pages but also on product and product category pages.
The team can also independently manage featured investor content, employee stories, and other content highlights. In addition, we developed a custom import/export plugin to transfer PDF files from the previous website.
We developed a new site search function that searches other website content in addition to recipes and products.
Recipes and products have their own titles, descriptions, and images optimized for search results and social media sharing. We also implemented structured data to help search engines and AI-powered search services interpret information such as recipe ingredients, preparation steps, nutritional values, and product details.
The website also includes dedicated XML sitemaps for recipes and products, as well as an llms.txt file for AI systems.
Apetit.com showcases Apetit’s products to international markets
We previously redesigned apetit.com, Apetit’s website for international markets. In this project, we were responsible for the entire website, from information architecture and UX/UI design to visual design and technical implementation. The goal was to give international customers a clear understanding of Apetit’s product offering, origins, and strengths.
We redesigned the website structure and content to help visitors quickly understand what Apetit offers and identify its main product categories. Key themes include Arctic Peas products, sustainability, and Nordic origins.
Product categories, sales contact details, certifications, and other information relevant to international customers are easy to find and navigate.
We created a visual identity for the website based on Apetit’s brand, emphasizing freshness, vibrant colors, spacious layouts, purity, and appetizing imagery.
We used Apetit’s brand colors and photography to showcase the products alongside Finnish nature, raw ingredients, and the people behind them.
We built the website on WordPress, allowing Apetit’s team to manage and update content independently. The technical implementation supports the planned website structure and visual design while providing a flexible foundation for continuous development after launch.
Years of collaboration deliver effective websites and flexible development
The redesigned apetit.fi website serves different target audiences according to their needs. Consumers can easily find recipes and products, including on mobile devices, while professional kitchen users can quickly access the product information they need. The technical structure of product and recipe content also improves its discoverability through search engines and AI-powered search services.
The redesign has made content management easier for Apetit’s communications team by bringing consumer recipe management into the same system as other website content. The team can now create pages and featured content more independently, reducing the need for separate systems and developer assistance when updating content and running campaigns.
Meanwhile, apetit.com provides international customers with a clear, brand-consistent website where they can easily explore Apetit’s products, learn about their Finnish origins and the company’s sustainability efforts, and find sales contact information.
Our partnership continues through ongoing website development and technical maintenance. Years of collaboration have given us a thorough understanding of Apetit’s websites, business needs, and shared ways of working. This helps us address new development needs efficiently and in a structured manner.
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Saka Finland Oy
