Ideal Flatbrödfabrik AS was founded 1924 in Hamar (Winter Olympics 1994). Hamar is situated 100 km north of Oslo, the capital of Norway.

Flatbread has been a basic product for decades. In 1962 Wasa crispbread became part of the dry bread assortment. The Company expanded assortment within various categories; snacks, other dry bread, pasta, baguettes, dog food, leisure products. Ideal Flatbrödsfabrik was a family owned company in 3 generations until 1988 when Sandoz/Wasabröd AB bought the Company. 

Barilla bought Wasabröd AB in 1999, and Barilla pasta meal was introduced to the Norwegian consumers. Today the development is positive and market shares in main categories are growing.

Norway is the 3rd largest Wasa market in the world. Brand strength is strong especially for Wasa, but also for Barilla and Ideal. “Nielsen Brand Strength Award 2009” and other commercial retail prizes are appreciated proves of this.