Karl Fazer Milk Chocolate held its position as Finland’s top-rated brand in the annual Brand Valuation study conducted by the Markkinointi&Mainonta magazine and the market research company Taloustutkimus. The Fazer brand came second again. The study investigated the valuation of 1,100 brands by Finns.
‘We do not take it for granted that we keep our leading position. We are excited every year to see whether our brand and operations have met consumers’ changing and new expectations. The double win is an indication of the fact that our 120-year-old company is not standing still. We have had the courage to rejuvenate, retaining our traditions,’ says Fazer’s SVP, Communications Ulrika Romantschuk.
Karl Fazer Milk Chocolate, launched in 1922, is the “blue heart” of the company; the soon 90-year-old brand became known from the very beginning for its blue-coloured wrapping with Karl Fazer’s signature. Karl Fazer Milk Chocolate was born as a result of a friendly favour: Karl Fazer’s son Sven Fazer got this Swiss chocolate recipe from his English business associate after helping his son-in-law who had an eye disease. To this day, the chocolate’s recipe is based on that very same old recipe.
‘Brands which have been built over the decades are our loan from previous generations to future generations. We see that the success of our brands today depends on how well we are able to respond to consumers’ expectations with regard to quality, taste sensations and responsibility. With our wide assortment of products and services, we want to be part of the everyday well-being of Finns,’ says Romantschuk.
Additional information
Nina Törhönen, manager, stakeholder relations, Fazer Group, tel. +358 40 509 3792
Fazer Group
The origins of Fazer Group lie in a family company founded in 1891 when Karl Fazer opened his first café in Helsinki. Today the Group offers meals, bakery and confectionery products and operates in a total of eight countries. Its operations are based on passion for customer, quality excellence and team spirit. The Group operates in two business areas which are committed to creating taste sensations: Fazer Food Services and Fazer Bakeries & Confectionery. Fazer Group‘s turnover for 2010 was over 1.5 billion euros. The Group employed ca 16,500 people in 2010.
Fazer Food Services is a leading contract catering company in the Nordic countries, offering customers delicious food and tailor-made service solutions. Fazer Food Services has almost 1,200 restaurants in Finland, Sweden, Norway, Denmark and Russia.
Fazer Bakeries & Confectionery
Fazer is Finland's leading bakery company and one of the leading companies in the Baltic Sea region and Russia. Bakery products are manufactured in Finland, Sweden, Estonia, Latvia, Lithuania and Russia, where Fazer operates under the name Hlebny Dom. In confectionery business Fazer is Finland’s leading company and a strong player in the Baltic Sea region. The confectionery factories are located in Finland: in Vantaa (chocolate products), Lappeenranta (sugar confectionery) and Karkkila (chewing gum).