Fazer Group

Name

Fazer Group

Legal name

Oy Karl Fazer Ab

Website

https://fazergroup.com

Company type

Private

Founded year

1891

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Confectionery and Bakery

NAICS

Chocolate and Confectionery Manufacturing from Cacao Beans (311351), Nonchocolate Confectionery Manufacturing (311340), Bread and Bakery Product Manufacturing (31181), Cookie and Cracker Manufacturing (311821)

SIC

Sugar & Confectionery Products (2060), Bakery Products (2050), Grain Mill Products (2040)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industries

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

Keywords

• Confectionery products
• Bakery products
• Plant-based foods
• Grain milling
• B2B food ingredients

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices16 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Fazer Confectionery: Core confectionery business producing and selling chocolate, sugar confectionery, and candy products through retail, wholesale, and export channels. Contributed 48% of group net sales in 2025. Products include Karl Fazer, Dumle, Geisha, Tutti Frutti, Tyrkisk Peber, Marianne, Remix, Skolekridt. Includes pick & mix, packed candy, and seasonal products.
2. Fazer Bakery: Bakery business producing bread, pastries, and sweet bakery products. Contributed 36% of group net sales in 2025. Operates bakeries in Finland, Sweden, and the Baltics. Includes retail bakery shops (Fazer Cafés, Gateau), Shop-in-Shops, and wholesale distribution.
3. Fazer Lifestyle Foods: Plant-based products, porridges, mueslis, cereals, Froosh smoothies, and grain milling. Contributed 16% of group net sales in 2025. Includes B2B sales of grain products through Fazer Mills (Lahti, Finland and Lidköping, Sweden) and consumer products.
4. B2B / Industrial Export: Industrial sales including Milk Chocolate Crumb for chocolate manufacturers (primary market: Asia/Japan for over 40 years), co-manufacturing of plant-based products through Trensums Food AB, OEM/white-label production of plant-based drinks and cooking products, and bakery exports to northern European countries, Canada, and Australia.
5. Direct-to-Consumer Retail: Fazer operates own retail outlets including 25 Fazer Cafés in Finland, 47 Gateau Bakery shops in Finland and Sweden, and over 150 Bakery Shop-in-Shops in Finland and Estonia, providing direct brand access and consumer relationships.
6. Travel Retail: Confectionery sales through airports, airlines, ferry lines, border stores, and diplomatic channels globally. Products sold in thousands of outlets in more than 50 countries through travel retail partners. Participation in TFWA and MEADFA trade exhibitions.

Go-to-market motion4 records

Distribution channels8 records

Marketing channels6 records

Core offering

Fazer Group manufactures and sells confectionery (chocolate, sugar candy, pick & mix), bakery products (rye bread, pastries, sweet bakery), and plant-based/lifestyle foods (oat drinks, porridges, cereals, smoothies). The company operates own retail through 25 Fazer Cafés, 47 Gateau Bakery shops, and over 150 Shop-in-Shops, while also serving B2B customers with industrial ingredients (Milk Chocolate Crumb), plant-based OEM/co-manufacturing through Trensums Food AB, and grain milling via Fazer Mills.

Product overview

Fazer Group is a Northern European FMCG company operating three business areas: Fazer Confectionery (48% of net sales), Fazer Bakery (36% of net sales), and Fazer Lifestyle Foods (16% of net sales). The product portfolio centers on iconic confectionery brands including Karl Fazer (Fazer Blue) milk chocolate, Geisha, Dumle, Tutti Frutti, Tyrkisk Peber, Marianne, Remix, Skolekridt, and newly acquired Aroma brands. The bakery business features Oululainen rye bread, Reissumies, and the Gateau retail chain. Lifestyle foods include plant-based products under Fazer Aito, Fazer Alku, Fazer Willja, and Froosh. Additional offerings include Fazer Xylitol (upcycled oat-based sweetener), Fazer Mills grain products, B2B industrial ingredients (Milk Chocolate Crumb), global travel retail, and confectionery/bakery export operations serving over 40 countries. The company operates 25 Fazer Cafés and 47 Gateau Bakery shops alongside 150+ Shop-in-Shops for direct consumer access.

Differentiator

Problem solved

Functional benefit

Brands

• Karl Fazer: Fazer's flagship chocolate brand, including the iconic Fazer Blue milk chocolate
• Dumle
• Tutti Frutti
• Geisha
• Fazer Café
• Oululainen Reissumies
• Skogaholm
• Fazer Aito
• Fazer Alku
• Fazer Willja
• Tyrkisk Peber
• Gateau
• Frebaco
• Froosh

Products and services

• Karl Fazer (Fazer Blue) Fazer's flagship milk chocolate brand featuring the iconic blue wrapper, including pralines and various chocolate bar formats sold to retail consumers across Northern Europe and export markets.
• Geisha Fazer's most international chocolate confectionery brand with Japanese-inspired flavors, sold across export markets including 40+ countries.
• Dumle Toffee-filled chocolate confectionery brand, a staple in Nordic confectionery sold through retail and export channels.
• Tutti Frutti Popular fruity candy brand in Finland and Sweden with assorted candy offerings.
• Tyrkisk Peber Salty liquorice confectionery brand popular across Nordic markets.
• Fazer Aito Plant-based oat drink and oat-based yogurt alternative (gurt) brand targeting consumers seeking plant-based dairy alternatives.
• Fazer Alku Health-focused product range made mainly from whole grain ingredients.
• Oululainen Finnish bakery brand specializing in rye bread and traditional Finnish baked goods, including the Reissumies product line.
• Fazer Willja Plant-based food brand offering oat-based alternatives.
• Froosh Smoothie and fruit-based beverage brand.
• Remix Finland's most popular candy mix featuring assorted chocolate pieces in resealable packaging.
• Marianne Nordic mint-flavored chocolate confectionery brand.
• Fazer Xylitol Upcycled oat-based xylitol sweetener produced using a patented circular economy technology as a sustainable sugar alternative.
• Fazer Mills B2B grain milling service providing industrial customers with high-quality grain products, porridges, mueslis, and cereals from two oat mills in Lahti and Lidköping.
• Fazer Cafés Own retail café outlets providing direct brand access to consumers, including 25 Fazer Cafés in Finland featuring coffee, pastries, and chocolate experiences.
• Gateau Bakery Bakery retail chain with 47 Gateau Bakery shops in Finland and Sweden, plus over 150 Bakery Shop-in-Shops in Finland and Estonia.
• Trensums Food AB B2B co-manufacturer of plant-based products including flavored and unflavored plant-based drinks, plant-based protein and functional drinks, organic plant-based drinks, oat for cooking, and plant-based whipping cream.
• Trensums Processing AB Specialized B2B processing facility using advanced emulsion technology (ultra-high-pressure oil and water blending, 1000 bar homogenisation, aseptic filling) serving food and pharma sectors.
• Milk Chocolate Crumb Industrial B2B ingredient for chocolate production made of milk, sugar, and roasted cocoa with a distinct caramelized milk flavor. Primary export market is Asia, especially Japan, serving top chocolate manufacturers.
• Konfektyrfabriken Aroma AB Swedish confectionery manufacturer with classic candy products including Röda Hjärtan, Geléhallon, Hallonbåtar, Gröna Grodor, Jordnötsrutan, and Gräddkola; sold through pick & mix, packed candy, and seasonal channels.

Quantifiable outcome

• Fazer Bakery Finland has committed that by 2030, 65% of sales volume consists of whole grain breads. Currently over 57% of the bread range already consists of whole grain products.
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Reliance Consumer Products (RCPL) - Subsidiary of Reliance IndustriescoreChannel Partner/ Reseller/ Distributor · 6 March 2026Fazer signed an MoU with Reliance Consumer Products to evaluate a strategic partnership in the Indian chocolate market. RCPL would handle commercialization and distribution of Fazer products through its network of over 1 million retail outlets and 18,000+ stores nationwide. The deal represents Fazer's entry into the fast-growing Indian chocolate market, leveraging rising consumer incomes and organized retail penetration. Christophe Vitzthum (Fazer CEO) and T. Krishnakumar (RCPL Director) represented both companies.
• Cargill, Nestlé, Barry Callebaut, Win-WinminorStrategic or Co-development PartnerFazer is among the key food companies that have formed partnerships and launched cocoa-free chocolate alternatives using ingredients such as grape seeds, sunflower seeds, and malted rye. This is part of an industry response to cocoa commodity price volatility driven by climate-related supply deficits in West Africa.
• SSP FinlandminorChannel Partner/ Reseller/ DistributorFazer Café at Helsinki Airport (opening January 2026) will be managed by SSP Finland, located in the Schengen area near departure gates. SSP will provide operational management of the Finnish-themed café experience for travelers.
• University of OxfordminorStrategic or Co-development PartnerResearchers at the University of Oxford developed an accelerated scenario planning approach using generative AI, which was successfully implemented at Fazer (and Unum Ltd.). The methodology reduced scenario development time by 50% at Fazer, producing outputs of sufficient quality for senior management strategic planning.
• HelsinkiMissiominorOthersFazer's Reissumies brand launched the 'Kasvun paikka' campaign in collaboration with HelsinkiMissio, promoting a broader and inclusive image of masculinity through social media content and discussions. Addresses societal issues of loneliness and social exclusion among men.
• SOS Children's VillagesminorOthersFazer supports SOS Children's Villages to aid children and families, donates bread, porridge, snacks, and confectioneries to those in need, contributing to socially viable societies.

Scale indicators14 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Cloetta: Swedish-headquartered confectionery company with iconic Nordic brands (Kexchoklad, Plopp, Center) and direct overlap with Fazer in Scandinavian chocolate and sugar confectionery retail channels. Highly comparable in product mix, geographic footprint, and customer base.
• Barry Callebaut: World's largest chocolate and cocoa manufacturer serving industrial B2B customers — directly comparable to Fazer's Milk Chocolate Crumb industrial export business targeting Japanese chocolate manufacturers. Both operate upstream in the chocolate value chain.
• Marabou: Iconic Swedish chocolate brand owned by Mondelez, with direct competition to Karl Fazer and Geisha in the Swedish retail chocolate aisle. Highly comparable on product positioning, brand heritage, and Scandinavian retail consumer.

Broad incumbents

• Mondelez International: Global confectionery and snack major operating brands such as Marabou (direct competitor to Fazer in Sweden), Cadbury, Milka, and Toblerone. Competes with Fazer in chocolate and biscuits globally, with substantially greater scale and capital access.
• Orkla: Nordic conglomerate with branded consumer goods in confectionery, bakery, and plant-based foods across the Nordics and Baltics — overlapping directly with Fazer's three business segments and primary geographies.
• Nestlé: Global food major with extensive confectionery and bakery portfolio, including partnerships on cocoa-free chocolate alternatives alongside Fazer. Operates at vastly greater scale but competes in the same end categories globally.
• Hershey: U.S.-headquartered chocolate and confectionery leader with comparable focus on branded chocolate products and export to Asia. Serves as a benchmark for branded confectionery operating models at greater scale.

Emerging players

• Oatly: Swedish oat-based drink and plant-based food company with comparable product focus to Fazer Aito, Fazer Willja, and Trensums Food AB. Competes in plant-based OEM/co-manufacturing and consumer oat drink segments, though Oatly is more focused and consumer-brand-led.

Regional players

• Lantmännen: Swedish agricultural cooperative and food group with grain milling, bakery, and plant-based operations directly comparable to Fazer's Lifestyle Foods segment and B2B grain milling franchise. Operates primarily in the same Nordic geographies.
• Paulig: Finnish family-owned food company with operations in coffee, food solutions, and savory snacks. Comparable to Fazer in terms of family-owned heritage, Finnish origin, and Nordic consumer food branding, though primarily competing in adjacent rather than identical categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TheFazerGroup
• Facebookfacebook.com/fazersuomi
• LinkedInlinkedin.com/company/fazer
• Instagraminstagram.com/fazersuomi
• Pinterestpinterest.com/thefazergroup
• Xx.com/fazergroup

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fazer Group