The well-being of our customers is very important to us, and we strive to promote a healthy, balanced relationship with food.

As we state in our new vision, we spark joy and well-being through meaningful food experiences. We offer a large variety of products and services for different occasions. We provide scientifically valid information to support people in making informed dietary choices.

Focus and goals

  • Developing a responsible offering
  • Transparently communicating with stakeholders about topics related to health and well-being
  • Participating in studies on food, health and sustainability
  • Exploring and developing brain-friendly foods through the Fazer Brainhow programme
  • Increasing the use of plant-based foods

2018 and onwards

  • Continuing health-related research, both proprietary and in co-operation with partners
  • Continuing the Fazer Brainhow programme
  • Launching new innovative plant-based products
  • Continuing promoting #moregreens in Fazer Food Services
  • Continuing portfolio development

Performance in 2017

Our focus in 2017 was on the development of products that support well-being and sustainability. Fazer Lifestyle Foods was established in the spring of 2017 to further boost Fazer’s response to emerging consumer needs within the areas of health, well-being and sustainable lifestyles. Fazer Lifestyle Foods focuses on non-dairy grain products, plant-based meals and on-the-go snacking. It includes new acquisitions: Bioferme, an expert in fermented oat products, and the leading Nordic smoothie brand Froosh. In addition to Bioferme and Froosh, Fazer Lifestyle Foods comprises Fazer Mills and its Fazer Alku and Frebaco branded breakfast products such as porridges, cereals and mueslis.

We were the first company in the world to introduce insect bread to grocery stores, and our Cricket bread gained worldwide attention. In Finland, we also launched a healthy Seed bread and Lempikaura snacking biscuits that contain root vegetables. In Russia and in the Baltics, we introduced tasty Fazer Root Vegetable breads that include vegetables, and healthy novelties in the Fazer Health Energy product range and under the Hlebny Dom brand in Russia. The very first product launches of Fazer Brainhow took place in Russia and in the Baltics. Our low-FODMAP belly-friendly rye bread won the first prize at the international Nutraingredients awards. 

We engaged in research in many operating countries and with many research partners. Our Fazer Brainhow programme took an important step forward with co-operation with Nokia and Nightingale Health. The Fazer Brainhow programme seeks to find ways in which food can support cognitive functions. The aim of the collaboration is to gain a holistic view of the impacts of a diet designed to enhance cognitive capacity. The programme also explored the effects of cocoa flavanols on senior citizens’ cognitive performance.

In our statement titled Fazer for balanced offering, we have listed 11 actions to tackle the challenge of obesity. The actions include, for instance, packaging and portion sizes, product information and product development. We believe that a balanced diet based on knowledge and personal tastes brings well-being. We want to provide both nutritional information – by, for instance, informing customers of the energy content of portions – and an offering that respects individual choice.

We continued our work to increase the share of vegetables in meals. Nudging, in which restaurant guests are gently encouraged to choose more greens through buffet design and the presentation of dishes, was continued in Fazer Food Services’ restaurants. In 2017, the share of vegetables was 37.9%.

We launched the new Wicked Rabbit vegetarian food concept, which aims to encourage a change in attitudes towards vegetarian food. The Fazer Foodathon event was organised to find new plant-based food solutions and to highlight food as a solution in stakeholder dialogue. The winner of the foodathon was a vegan egg that can be used in cooking and baking. 

The United Nations’ Sustainable Development Goals (SDGs) were among the most discussed corporate responsibility topics in 2017. SDG 3 and SDG 12 were recognised as the most relevant to our For health and well-being CR area:



In addition, SDG 9 encourages innovation, which is an intrinsic part of our work to support health and well-being. We will continue to examine the ways in which we can contribute to the SDGs with our corporate responsibility agenda.

Fazer of the Future

We will continue our Fazer Brainhow programme and increase its visibility. Through research and co-operation we strive to improve people’s quality of life and find ways to support the cognitive functioning and overall well-being of people.

Fazer Lifestyle Foods will continue creating a product portfolio with strong, innovative and international concepts and brands for the health-conscious consumer.

Fazer Food Services’ successful #moregreens actions will continue in 2018, and nudging will continue as a key initiative. We will continue to train our chefs and develop vegetarian recipes.

Portion control, supported by packaging sizes and information, will continue to be developed to combat obesity.

We will continue to develop our offering across business areas to support well-being.

Fazer Group's Annual Review 2017 PDF