We renewed the Fazer brand position to ensure that Fazer is meaningfully different in the eyes of the consumer also in the future. ‘Northern Magic. Made Real.’ is a unique and forward-looking promise that enables our ambition of strong expansion in Northern Europe and beyond.

Our sustainability approach was revised to better reflect our current strategy. Fazer’s ambitious direction towards 2030 consists of four Core goals: 1) 50% less emissions, 2) 50% less food waste, 3) 100% sustainably sourced and 4) more plant-based. Fazer made a new five-year commitment to the Baltic Sea. In the new commitment we focus on circular economy, sustainable grain farming, implementation of our water stewardship plan and development of Fazer’s offering.

In Fazer Bakery, the strong demand for health and well-being products, as well as the interest in artisanal bread continued. We continued to invest in our offering in new growth areas such as healthy products, developing novelties and driving the bread category further. We increased the number of in-store bakeries offering fresh artisanal bread to 64 in Finland. Fazer Cricket Bread received huge international attention and won several awards. Fazer Veggie bread and Hlebny Dom Hercules Mini won Innovative product of the year 2018 awards in Russia.

Fazer Confectionery’s business performance was strong. Our market share in chocolate tablets increased and biscuit sales developed strongly in Finland. Fazer Candy Store was opened to serve consumers online, and cooperation with JD.com was started to explore opportunities in the Chinese market. In the USA, we have started to build our own organisation and have developed the first new products for international markets. The new MD for the Business Area, Nathalie Ahlström, started in September.

In Fazer Food Services we set up an innovation ecosystem and research restaurant TestEat in cooperation with IBM and VTT Technical Research Centre of Finland to study people’s diets and behavioural patterns in the lunch restaurant. Fazer Food & Co was launched in Denmark and Norway. In Denmark, we also launched our new vegetarian street food concept “Green Street”. Together with our client, we developed a ground-breaking Meal Watch concept for senior people in Sweden to help the elderly to receive the right food and nutrition based on their individual profile. Fazer Food Services’ Culinary Teams Sweden and Finland took a double victory at the Culinary World Cup in Luxembourg.

In Fazer Lifestyle Foods, significant investments were made in organisational development and marketing activities to ensure future growth. The Fazer Yosa oat product family was expanded with eight products, and the brand was refreshed with, for example, new packaging design. Fazer Mills launched the unique, patented LOFO™ enzyme-based solution that provides a low-FODMAP feature for wheat and rye baking. The new MD for the Business Area, Mats Liedholm, started in November.

Fazer Retail was formed at the beginning of 2018, combining our Gateau bakery shops in Finland and Sweden and Fazer Cafés in Finland into one business unit. Fazer Café Kluuvikatu – the very first Fazer Café, opened in 1891 in Helsinki – was renovated and its offering refreshed with new products.

The Fazer Innovation Challenge invited everyone at Fazer to join to create new, bold and creative ideas, many of which have been moved forward to further development and realization.

More than 200,000 people visited the Fazer Experience Visitor Centre during 2018. We are very pleased to welcome new guests and returning visitors to the centre, which allows people to experience the Fazer brand.