Fancy a yummy El Mud? Or how about a sweet Del Mu?

Fazer puts words and letters in a whirl – Dumle’s makeovers inspire free thinking

Dumle encourages people to enjoy life and maintain a childlike sense of wonder. Fazer is packaging its popular Dumle sweets in new wrappings with playful anagrams. After all, life shouldn’t be taken too seriously!

At the beginning of the year, Fazer will bring its well-loved Dumle Original sweets to shop shelves in completely new packaging. So instead of the familiar Dumle label, light-hearted consumers will be attracted to the highly popular brand under new names: Del Mu, El Mud, Dmule, Le Dum, Mulde and Le Mud.

With a bit of playfulness and ingenuity, the over 300 different words found on the confectionery wrappers can be used to make all manner of fun phrases, haiku poems and much more. This is a tasty new take on fridge magnet poetry. The result of this word wizardry is that familiar phrases get new, surprising forms.                                                               

”A yummy mind will give you a positive life, or how does it go? This is an internet phenomenon, and there is no end of aphorisms and quotes that adults love to read and share,” says Fazer’s Senior Brand Manager Kirsi Nordberg. “And because Dumle is against getting old and dull, we decided to give the trend a new lease of life. We’re excited to see what inventive consumers will come up with,” Nordberg says, and has a simple message to Dumle fans: “Never grow up!”

Dumle Twisted Cooking gives kitchen creativity a new slant

Dumle has been making life a little sweeter for decades now. The key to Fazer Dumle Original’s winningly distinctive flavour is a secret aroma that was the result of two years of careful development. The hugely popular sweets are sold in more than 30 countries. Around 380,000,000 of the Dumle original sweets are made every year at Fazer’s factory in Vaarala, Vantaa.

Dumle’s unique and trusted taste is also continuing to make its mark on the world of cooking. Dumle Twisted Cooking’s whimsical experiments create new dimensions for traditional delicacies. Check out our jaunty recipe for cream puffs below. You’ll find the instructions here

Dumle cream puffs

250 ml water

100 g butter

130 g flour

4 eggs

Half a teaspoon of baking powder

Filling

25 Fazer Dumle sweets

250 ml whipping cream

Topping

50 ml whipping cream

4 Fazer Dumle sweets

The fun anagrams and word games will inspire Dumle fans on social media not only in the Nordic countries, but also in Germany, Estonia and Poland. Playing with words and letters is rewarding in other ways too. Between 1 January and 29 April 2018, fans can take part in fun-filled competitions through Dumle’s Facebook channels. Winners of the draw will each receive a PlayStation 4 console and virtual reality package.

Dumle Play with Words sweets will come on sale in January.

You’ll find more Dumle Twisted Cooking videos and recipes from here!

Further information:
Liisa Eerola, Director, Confectionery Communications & Group Partnerships
liisa.eerola@fazer.com, tel. +358 44 710 8860

Kirsi Nordberg, Senior Brand Manager, Fazer Confectionery
kirsi.nordberg@fazer.com, tel. +358 40 558 0526

Print-ready pictures: http://www.fazergroup.com/media/ Image bank – media/press – Dumle Play with Words

Fazer Group

Fazer is an international family-owned company offering quality bakery, confectionery, biscuit and grain products as well as food and café services. Fazer operates in eight countries and exports to around 40 countries. Fazer’s mission is Food with a purpose. Fazer’s success, ever since its establishment in 1891, has been based on the best product and service quality, beloved brands, the passion of its skilful people and the Group’s responsible ways of working. In 2016, Fazer Group had net sales of 1.6 billion euros and nearly 15,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.

Makes the world taste good

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Fazer is an international family-owned company offering quality bakery, confectionery, biscuit and grain products as well as food and café services. Fazer operates in eight countries and exports to around 40 countries. Fazer’s mission is Food with a purpose. Fazer’s success, ever since its establishment in 1891, has been based on the best product and service quality, beloved brands, the passion of its skilful people and the Group’s responsible ways of working. In 2016, Fazer Group had net sales of 1.6 billion euros and nearly 15,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact. Makes the world taste good

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