Rimi renames popular product to raise mental health awareness in Estonia

Estonian supermarket chain Rimi has renamed a well-known baked goods product in a campaign aimed at combating anxiety and promoting mental wellbeing. The move was made in collaboration with mental health platform Peaasi.ee, following research showing that a third of Estonians suffer from persistent worry.

Estonian grocery chain Rimi has taken an unusual marketing step by renaming one of its popular bakery products, partnering with mental health organization Peaasi.ee to draw attention to the growing issue of anxiety among Estonians.

The campaign is grounded in sobering statistics: research indicates that as many as one in three Estonians struggles with persistent worrying on a regular basis. Rimi and Peaasi.ee joined forces to use everyday retail moments as an opportunity to spark conversations about mental health and inject a note of positivity into people's daily routines.

The rebranded product, originally a well-established baked good in Rimi's lineup, received a new name intended to carry a lighter, more uplifting message. The collaboration reflects a broader trend of brands stepping beyond their commercial role to engage with social and psychological issues that affect their customers.

Peaasi.ee, Estonia's leading mental health awareness platform, provided expert guidance for the initiative. The organization has long worked to reduce stigma around mental health topics and make psychological support more accessible to the Estonian public.

Rimi's campaign is part of a wider effort across the retail and consumer goods industry to acknowledge mental wellbeing as a mainstream concern rather than a niche topic, signaling that discussions about anxiety and stress are increasingly finding their way into unexpected everyday spaces.