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Plant-based offering

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One of our biggest growth areas is in our plant-based foods portfolio. Our aim to create Northern Magic. Made Real. now extends to vegan, vegetarian, flexitarian, and generally environmental- and health-conscious consumers.

We want to support people’s quest for healthier and more sustainable lifestyles to add moments of joy and well-being to their days. To accomplish this, we have been developing our offerings to reflect the benefits of plant-based foods on people’s well-being as well as the planet’s.

Fazer Lifestyle Foods 

One of our biggest growth areas is Fazer Lifestyle Foods. Established in 2017, Fazer Lifestyle Foods focuses on healthy, plant-based products for Nordic consumers with sustainable lifestyles. Our aim is to create delicious, sustainable food experiences that make every day better. This includes on-the-go snacking and smoothies, porridges, mueslis, and cereals, plant-based meals and non-dairy drinks and cooking products.  

Changing existing products to reflect new consumer needs 

In 2019, we transformed our much-loved Tutti Frutti into a modern candy brand by removing artificial colours, flavours, and gelatines. The Tutti Frutti portfolio is now all-natural and 95% of the Tutti Frutti product line is suitable for vegans. 

We also changed the recipe of our popular Fazer Pure Dark chocolate to make it suitable for vegans by making sure it no longer includes any dairy or other animal-based ingredients. We then updated the Fazer Pure Dark packaging to feature information on the health benefits of our dark chocolate.  

We also offer plant-based alternatives in our stores. These alternatives have gained traction among consumers and now account for about 25% of sales in our Gateau and Fazer Café locations across Sweden and Finland.