In 2021 the product Joika was renamed to Vilti, due to cultural respect for the Samî people.
Jørgen Nordskar and then factory manager at Trondheimsbedriften P.Hollup AS, Trygve Hollup, was the brain behind Joikakaker's success.
Over a dinner at Hotel Viking in Oslo, they discussed two how to improve the hermetics of post-war Norway. The times were tight and long-term food was an important premise in the household.
Meatballs are something all Norwegians like, and should be a natural dish also on canned food. The size of the meatballs was important. They should not be too big, but not too small. They had to be good at taste and there had to be plenty of good sauce.
Sami inspiration At this time, reindeer meat was less expensive than cattle, and it was chosen as the main ingredient. With reindeer as a base, it was natural that the name of the product was perceived as Sami, and the only word Nordskar in Sami was "Joiking". Joiki and Joika were considered as names - but the choice fell on Joika because it sounded better in the mouth.
The design also had to be Sami. The red color and the yellow and black tables have inspiration from samekofter. Samegutten is the Knut Yran who has drawn. Yran attended the world exhibition for drawings in Berlin and won the competition. From there the samegut took the road to Joikaboksen.
The shape of the box has changed over the years. From flat to octagonal and to today's standard size. But - the design has only changed a minimum - and the samegutten is exactly the same as in 1960.
With reindeer as a base, it was natural that the name of the product was perceived as Sami, and the only word Nordskar knew in Sami was "Joiking".
Sauce (60%): water, wheat flour, rapeseed oil, cream, brown cheese (goat cheese, goat cream, goat milk), whey (milk), salt, glucose syrup, aroma, beef extract, celery, color e150. joika cakes (40%): meat from cattle, reindeer and sheep (45%, of which 17% are reindeer), milk, beef heart and head meat, potato starch, sorrel, meat fat, blood protein from pigs, salt, wheat fiber, spices.
Nutritional content per 100 grams Energy: 471 kj Calories: 113 kcal Fat: 8.2 g Saturated fat: 3.3 g Monounsaturated fat: 3.3 g Polyunsaturated fat: 0.9 g Carbohydrates: 7 g Sugars: 1.7 g Protein : 6.1 g Salt: 1.6 g