In 2012 Leibur celebrated its 250th anniversary. Leibur wanted for its birthday to come out to the market with a worthy new product - a classical rye bread. Leibur’s Bread Making 2012 ?project was born in a situation where the bread market was over saturated, also the consumption of rye products was declining and home cooking was becoming increasingly more popular. Yet we have seen, however, the possibility of a new product to enter the market. For that purpose a competition Leibur’s Bread Making 2012 was organized to associate into creating of a new product the people of Estonia and find the best homemade Estonian rye bread. Triin Kuus from Põltsamaa won the competition and her recipe "Triin Rye Bread" was taken into production and reached stores on February 2013. The competition had a strong and well-thought PR campaign, which achieved wide fame to the new brand, even before the product reached the market.
