Fazer brings iconic Finnish chocolate and premium oat products to China

What does it take for a food experience company from northern Europe to win over consumers in China? For Fazer, the answer lies in a rare combination of heritage, innovation and a relentless commitment to quality. This is a formula which has shaped the company's 135-year journey.

Founded in Finland in 1891 by entrepreneur Karl Fazer, Fazer has grown into a large international company and a trusted household name across the Nordics. The company is known for its premium chocolates, iconic bakery products and its ability to respond swiftly to evolving consumer trends. Today, Fazer holds distinguished market positions in confectionery, bakery and grain-based products across the region.

Exceptional quality

While Fazer is recognized for its innovation, the company remains committed to its traditions, ensuring that taste and quality are not compromised. As one of Finland's most popular sweets, Karl Fazer chocolate is made with real, fresh milk sourced from carefully selected farms, where the milk is produced to strict standards and guaranteed to be free from antibiotics. This attention to detail ensures the chocolate lives up to the exceptional quality that has always, and continues to be, at the heart of Fazer's values.

"Our best-selling product, Karl Fazer milk chocolate, has already proven popular among Chinese consumers. We are delighted to see that Karl Fazer dark chocolate is also winning hearts, and that our products are especially appreciated as gifts in China due to their premium quality," said Christoph Vitzthum, president and CEO of Fazer Group.

Fazer is also strengthening its presence in China in oats and other grain-based products. The current offering features a selection of high-quality, modern oat-based foods designed to meet the needs of today's consumers. Fazer's grain-based innovations are sold under Willja brand, and they include oat drinks, oat rice and functional beverages, many developed specifically for Chinese consumers.

Nordic oats, known for their pure taste and strong nutritional profile, provide convenient breakfast, snack or meal for anyone seeking a balanced and healthy lifestyle.

The exceptional quality of these products is rooted in the Nordic climate itself: clean soil, cool air and long summer days create optimal conditions for cultivating nutritious and flavorful oats. These same conditions underpin Fazer's strong position in the grain milling markets, where the company also supplies high-quality ingredients and solutions to industry customers.

New online flagship store

Fazer is preparing for a milestone event as it is to launch its first store across major Chinese e-commerce platforms in April.

"Opening our own flagship store allows consumers in China to access our products easily. We work closely with Chinese partners across e-commerce and truly value these relationships," Vitzthum said.

The company's newly established legal entity in Shanghai strengthens its local presence by enabling smoother import processes, greater operational flexibility and faster adaptation to market needs.

"With a local organization, data-driven insights and a focused portfolio, our goal is to bring innovative and on-trend food products to China and meet consumer expectations as precisely as possible," said Ouyang Jiaqian, director of Asia Business Development and general manager of Fazer China.