Fazer strives to offer consumers and guests safe, nutritionally balanced and high quality products that promote well-being.

Fazer’s products and services and their attributes are a key topic in the Group’s ongoing dialogue with consumers. Fazer takes a holistic approach to well-being. Part of this is the belief that indulgence and enjoyment bring a needed balance in the context of a healthy everyday diet.

Product and offering development in 2013

The Nordic Nutrition Recommendations (NNR) provide input for product development in Fazer’s bakery and confectionery businesses.

The Group’s investment in an oat mill in 2013 puts Fazer in a good position to enhance its offering of products containing wholegrain cereals.

In Fazer’s food service business, lunches meet the latest NNR recommendations published in October 2013. In addition to using a wide variety of vegetables, the meals feature nuts and seeds; foods that were highlighted in the new recommendations. The use of pulses in salad buffets and vegetarian dishes has also increased. In Sweden, nine more restaurants received the KRAV organic certification during the year. In addition, Fazer Food Services became the first chain of restaurants in Sweden to gain KRAV certification. All in all the amount of organic raw materials used in Fazer Food Services’ offering in Sweden, Norway, Denmark and Finland has increased. Information on the countries of origin of meat and fish on the menus of Fazer’s restaurants in Finland was also made available to guests.

Continuous improvement in quality and food safety

For Fazer, food safety is a basic requirement in ensuring quality. In 2013, Fazer recalled four confectionery products in Finland and one product from its Swedish bakery operations. Lessons were learned from these incidents and corrective actions were defined. The Finnish restaurants transferred to the Finnish Food Safety Authority's new Oiva reporting system with good results.

Efforts towards continuous improvement in ensuring product safety and quality in 2013 included food safety analyses conducted in the bakery and confectionery business in all operating countries. The effort is part of the implementation of the Fazer Food Safety Standard. Further development of food safety procedures at production sites continues, with an emphasis on main development areas such as allergen risk management and traceability.

In 2013, a project to evaluate consumer quality progressed in all operating countries, focusing on the efficient use of the findings by relevant functions. Also, a common Quality, Environmental Health and Safety (QEHS) auditing tool was introduced during the year for application in 2014.

Active consumer dialogue continued

Fazer’s active dialogue with consumers and guests continued in 2013. Fazer wants to offer consumers different channels and ways to contact the company, whether to give feedback, request information or discuss ongoing topics.

During the year, the origin and traceability of food and raw materials continued to interest consumers. Of the raw materials that Fazer uses, palm oil raised discussion, especially in Sweden. Palm oil production has been seen as controversial due to its connection to deforestation and other environmental impacts. Ethical questions related to the conditions in the cocoa producing countries of West Africa are of continuous interest. In addition, the issue of food waste became a topic of wider discussion.