Polarbröd logo & trademark hijacked by pirates in Asia

polarbröd The sincerest form of flattery has happened to Polarbröd - makers of traditional arctic flatbread (my fave) - as their company logo and trademark has been hijacked by trendy T-shirt companies down under and over in Asia. This isn't the seventies however, people travel a lot more than they used to, in real life as well as on the web, and if there's something us northerners are known for - apart from the stereotypes about being quiet people and always leisurely slow (yah, right) - is that we're dead honest folks who just want things to be set straight. So, naturally a vacationing northerner who spotted the Tee's told Polarbröd about the plagiarism and Polarbröd are now sending "sternly worded letters" to both Yest style.com and Zanerobe.com.au. "Sternly worded" where I come from means "we're getting our gun", or at least "we're getting our lawyers Bird & Bird". Expect a letter from the land of midnight fun T-shirt dudes.

Now that you have the Tee, why not bake the bread? You need:

1,5 liters of milk
75 g melted margarine
1,25 dl syrup or sugar
2 teaspoon salt
2 teaspoon cloudberry salt
50 grams of yeast
1,5 liter rye flour
1,5 liter wheat flour
corn meal for shaping it.

Let the milk become body temperature and stir the yeast into it. Add the margarine, syrup, salt and cloudberry salt. Start working in the rye with a wooden spoon - or if you're lazy let the kitchen helper do it - then the wheat until nicely firm and the dough 'lets go' of the pot you're working it in. Let rise for approx 1 hour. Then cut it up into pieces and make muffin sized balls out of it which you'll let rise for at least 20 minutes. Use a kruskavel to flatten bread to a centimeter thin - if you don't have one of those use a regular rolling pin and then poke the bread all around with a fork randomly (and don't forget the corn meal so it won't stick to your baking area). Dust the bread off (corn meal burns, yuk) and toss it into a hot stone oven for a minute or so.

Oh, you don't have a stone oven? Savage.

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tod.brody's picture

Thanks for the recipe!!!  And those stereotypes about you northern folk are only partially true.  And as for being "dead honest folks who just want things to be set straight," I'm not sure about that either.  I happen to be very close to a Danish girl who's fond of telling Americans that fuldkorn means "full of corn."  ;-)

Dabitch's picture

Ah, but Danes are waaay down south they can fib as much as they want - I'm born 200 Swedish miles above the arctic circle. That's what I mean by Northerner. Else I would have said "Swede".

tod.brody's picture

OK, I stand corrected, but truth be told, your Northern birth is tainted by your childhood in America and all of our horrid influence.  :-) 

Dabitch's picture

We are all global citizens. Who like flat bread. Yuuum.

caffeinegoddess's picture

I do like that logo - can see why it was swiped. Design and advertising and a recipe? I love this post! ;)

alex's picture

I'd love to make the bread, but what on earth is cloudberry salt? And is  it fresh yeast or dried yeast? And will it work with a rye leaven instead of yeast? And does it have to be margerine?

Any more scandinavian bread recipes, please send to me at pedantic.com 

Dabitch's picture

Hahaha, cloudberry salt as I badly translated it (Not hjortron but Hjorthornssalt = totally different nothing to do with cloudberries - I've been making this mistake since I was a kid!) is a rise-helper, like baking soda. It's (NH4)HCO3 - so in a pinch any baking powder (NaHCO3) will do.

Fresh yeast of course, butter of you prefer its flavor but it tends to not come out quite as even since it gets cold faster. Rye leaven? Yeah that'll work if it is what I think it is, probably better even.

alex's picture

Rye leaven? Yeah that'll work if it is what I think it is, probably better even.

Well it just happens that I've got a nice six-month-old rye leaven perfect for the purpose. I'm baking this weekend :)

kurtberengeiger's picture

Polarbröd "Gott till frukost" is the best! ;)



TDD's picture

I don't like the rainbow pattern. I can't quite explain it. There is something about those colours used in that way that turns me right off. Maybe it is my association of the rainbow design with environmentalists - whom I greatly dislike - or Doug Henning - who went completely loopy, I don't know for sure. The rest of the design I like, just not the rainbow.

Neaner's picture

This post made me hungry.