Fazer Aito renews its brand and aspires growth also in the international oat drink markets
The significant brand renewal can be seen not only in the Fazer Aito packaging design but also in the recipes and in the expansion of the product range. The new products have been developed according to the consumers’ wishes, and the colourful and fresh packaging design will brighten up the oat drink, cooking product and gurt shelves. The share of plant-based products in Fazer’s offering is already 48 percent, and now the company is aiming to grow its entire plant-based product range and market share even more in Finland and internationally.
This spring, Fazer Aito is being renewed in many ways. The most visible change is the new packaging design that combines fresh green leaves with oat awns. The same visual look will be taken into use in all Fazer Aito products, and the modern and colourful design makes the products easy to find from the shop shelves.
In addition to the visual renewal, the product recipes have been updated to better meet consumers’ wishes, and completely new kinds of products will be introduced into the product family.
“Fazer Aito is taking a giant leap towards its goal of becoming a second-generation plant-based brand. It means that we want to develop tasty and high-quality plant-based products and expand our vegan range by introducing completely new kinds of products, so that more people would have them as part of their daily diet. A great example of this are flavoured oat drinks with added ingredients that promote well-being. They are perfect snacks, for example, after exercising,” says Maija Hellman, Marketing Director at Fazer Lifestyle Foods’ Plant-based Drinks business unit.
Fazer Aito products arouse interest also in the international markets
The Fazer Aito products are made of Finnish oats in Fazer’s factory in Koria, Finland. There is also increasing international demand for them, and now the availability expands to outside of Finland as they will be exported to the Swedish, German, and Polish markets.
“There is a lot of interest for oat-based drinks and products in the international markets, and we have already managed to open doors to the Swedish, German, and Polish markets. Nordic growth conditions are excellent for oats, and we have high-quality oats at our disposal. With Fazer’s unique oat expertise, we can develop and offer extremely delicious plant-based products,” continues Hellman.
Fazer Aito Barista Oat Drink’s recipe has been renewed
Fazer Aito Barista Oat Drink’s recipe has been renewed to better meet the consumers´ taste preferences1). The oat drink still has a rich texture, but its flavour is not as sweet as it was before.
Fazer Aito Barista Oat Drink is available in 1-litre and 2.5-dl packages, and it is especially well suited for coffee drinks. It adds flavour and richness also to smoothies and porridges. The product is vegan and gluten-free, and it is marked with the 'Produced in Finland' label. This product is available in shops as of the beginning of May.
The new Fazer Aito Barista Oat Drink packaging is made of 87% plant-based material. Since the packaging renewal in 2021, the carbon footprint of the Fazer Aito Oat Drink and Fazer Aito Barista Oat Drink packaging has been 21% smaller2) compared to previous packages.
The Fazer Aito oat drink selection expands with special barista drinks
Coffee lovers can enjoy new kinds of Fazer Aito experiences as the product family is expanding with Barista Oat Drinks designed especially to be enjoyed with coffee.
Fazer Aito Rich Barista Oat Drink has been developed in cooperation with Fazer Cafés’ professional baristas. Its foaming properties are excellent, and it is perfectly suited for specialty coffees as well as regular coffee as such. On the other hand, Fazer Aito Vanilla Barista Oat Drink adds some extra flavour to coffee moments – its taste is reminiscent of coffee boosted with flavoured syrup.
The both new Barista Oat Drinks are packed in convenient 5-desilitre cartons with a screwcap, and they are marked with the 'Produced in Finland' label. The products are available in shops as of the beginning of May.
More flavour options for cooking products
The selection of Fazer Aito cooking products is growing as the series of oat cooking products that can be used similarly to cooking cream gets a new addition: the Fazer Aito Oat for Cooking Tomato & Basil. The sweetness and acidity of tomato are paired with charming basil, and the product is especially well suited for pasta dishes, pies, and soups. The product withstands heating well, and it is vegan and gluten-free. Available in a convenient 2.5-desilitre carton, Fazer Aito Oat for Cooking Tomato & Basil are available in shops as of the beginning of May.
Moving forward, the Fazer Aito Oat for Cooking selection will include four products – Tomato & Basil, Natural, Cheese flavour, and Pepper – and the Fazer Aito Whipping and Fazer Aito Oat-Based Dessert Sauce Vanilla for baking and desserts will assume the new look, too.
1) Oat drink consumer survey, Foodwest, 9/2021
2) Tetra Pak/Carbon Trust, Carbon footprint report
Images for editorial use:
https://fast.fazer.com/l/2CwXRTdqCbxD or via the path https://www.fazergroup.com/media Image bank ‒ Media_Press ‒ Finland ‒ Fazer Aito -uudistus 2023
Further information:
Reeta Kylänpää, Communications Manager, Fazer Lifestyle Foods, reeta.kylanpaa@fazer.com, +358 (0)400 270 559
Fazer serves the media by phone Mon–Fri from 8 am to 4 pm, tel. +358 (0)40 6682 998 and at media@fazer.com.
Fazer Group
Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of approximately 5,000 professionals, we focus on fast-moving consumer goods and our direct-to-consumer business in Northern Europe, and beyond with exports to some 40 different countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2022, Fazer Group had net sales of 1.100 million euros.
Northern Magic. Made Real.
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