Fazer’s brand promise Northern Magic. Made Real. defines us and our strong relationship with the consumers. An important focus area for Fazer on our journey Towards Perfect Days is to truly become consumer first. By creating value for consumers, we also create value for our business and customers.

Our brands are integral in making our vision, Towards Perfect Days, a reality. For some, a perfect moment may stem from freshly baked and handmadartisan bread. For another, the familiar taste of Karl Fazer chocolate may bring comfort and fond memories. Or perhaps the plant-based Fazer Yosa delicacies are the favourites that make a consumer’s day. We value both tradition and innovation. 

Strengthening the Fazer brand is part of our strategy implementation and supports us as we solidify our position as the number one FMCG brand in Finland and continuously develop our position in Northern Europe. Our target is to build an emotional bond with the consumers as we work towards being present in all the memorable moments that can make a perfect day. In 2020, we re-designed ourselves to further develop the Fazer brand from a consumer centric perspective. The aim is to strengthen our efforts in communicating Fazer’s brand promise to consumers and to become even more meaningful and relevant to them. 

Brand themes connect us to consumers 

In 2020, we have made our brand promise come to life in all Fazer businesses. Northern Magic. Made Real. is something we are all proud of and it makes us unique. We build on consumer needs and values and develop together with them, in constant dialogue. The three Fazer brand themes, Northern Liberty, True Relationships and Fearless Creativity, were also adopted as company values, creating an even stronger connection between our brand position, the consumers and our personnel. The aim is to connect our promise to consumers with real actions, through the behaviour of our employees. This is our way of ensuring that the brand promise to our stakeholders is made real. 

While the Fazer master brand and the brand promise Northern Magic. Made Real. are at the heart of our brand portfolio, we are a house of nearly a hundred other beloved local and international brands. Our wide brand portfolio is one of the cornerstones of ousuccess.