The Fazer Group’s Approach to balanced diet includes the following principles.

Supporting a balanced offering

A balanced diet is part of a healthy lifestyle. Fazer believes that balanced food choices bring well-being. Our target is that healthy and sustainable choices are easy to make for clients and consumers. To enable better choices, we use nudging and other similar ways of sharing information.

A diet rich in plant-based food is healthy for the individuals and it is friendly to the environment. Fazer encourages an increased consumption of plant based foods, such as grains, vegetables, pulses, fruit, berries and nuts by offering a tempting, innovative and versatile selection of them to the clients and consumers.

Overweight and obesity are health risks. Weight gain happens over time, when energy intake − from any source − is higher than the amount of energy used. Physical activity is important for maintaining an energy balance. Fazer wants to enable consumers’ and customers’ long and healthy lives without preventable diseases, such as diabetes or heart diseases, the risk of which obesity increases. Therefore, Fazer takes the obesity challenge seriously. Read more on Fazer for balanced offering.


Fazer strives to actively communicate about recommended portion sizes in different occasions and the amount of portions in packages, which are not meant for single use.

Fazer’s product packages will carry a declaration of the energy (kcal) content and, whenever possible, also other nutrition facts in each portion or, alternatively, this information will be provided for consumers and customers in other easy ways, e.g. through Fazer’s web sites.

Fazer Group’s Marketing Policy sets criteria on how we apply the basis of a healthy diet in marketing.

Open dialogue

Fazer works in close co-operation with health authorities and decision makers and follows nutrition research closely. We follow the Nordic Nutrition Recommendations in our operations. We apply nutrition information to provide products and services that enable better health to the consumers. Fazer has an open dialogue with our stakeholders on how to meet their demands and improve our nutritional performance.

Fazer invests in understanding our clients’ and consumers’ needs and behaviours. Consumers that are interested in health and well-being may follow different diets, and personal preference of health may vary between individuals. Fazer leans on the Nordic Nutrition Recommendations and scientific research in its operations. We develop a responsible and versatile offering and respect individuals’ freedom to choose the best diets for their needs.

Nutrient based approach

There is strong scientific evidence that a diet rich in cereal fibre and whole grains is a healthy diet. Fazer puts effort in developing a tasty and convenient offering of cereal products that is rich in dietary fibre and contains as much whole grain cereals as possible. Such products also contain “good carbohydrates” which provide us with vital nutrients and fibre and give long lasting energy.

Proteins are important for the growth and development of children and they contribute to strengthening the muscles and bones. That is why they are of high consumer interest. Fazer advises moderation in protein intake and encourages increasing the plant proteins sources instead of those from animal sources. This is both healthier for humans and less of a burden for the environment. By mixing different plant protein sources, the overall quality of proteins can easily be met.

Excessive intake of salt may raise blood pressure, which is a risk factor for cardiovascular diseases. Fazer is committed to offer alternatives with different salt levels and study possibilities how to gradually decrease the salt content in product categories that contribute to high salt intake.

Sugar is a natural and evident part of many products at Fazer. The Nordic Nutrition Recommendations and WHO recommend limiting the energy intake from added sugar to under 10% of daily energy. Fazer supports this, since such a diet both promotes health and allows sweet treats in moderation. Fazer explores new opportunities and technologies to reduce sugar in our products and to offer lower sugar alternatives.

From a health perspective, the quality of fat is more important than its quantity in the diet. That is why Fazer uses soft vegetable fats wherever possible and aims to reduce the amount of hard animal fats. Fazer strives to remove all possible trans-fat sources from its products.