New markets have opened up for the iconic Elovena® brand with Albert Heijn, the supermarket chain in the Netherlands, adding Raisio's Elovena® oat drinks to its assortment in both the Netherlands and Belgium in February 2024. This is an important step for the international expansion of Elovena® products and has been under preparation for a long time. Three Elovena® products will be made available in Albert Heijn supermarkets in February: Elovena® Oat Drink, Elovena® Oat Drink Barista and Elovena® Cocoa Snack Oat Drink.

Currently, the main market for Elovena® products is Finland, but Raisio aims to increase the brand's international footprint. The oat drink products exported to the Netherlands and Belgium are made from Finnish oats in the plant-based products factory completed in 2021 in the Raisionkaari industrial area. The factory plays an important role in Raisio's strategy: it has enabled the introduction of non-dairy product categories to Raisio's product range.

The Dutch have a positive image of Finland and the Nordic countries, with links to nature, clean ingredients, health and well-being. Therefore, Elovena® advertising taps into the unique Finnish happiness and the positive, exotic image that the local consumers have of Finns.