Fazer Aito teams up with Eetu Selänne to encourage everyone to trust their own taste
The renewed Fazer Aito Barista Oat Drink is now available in stores in Finland. The recipe has been carefully developed according to consumer wishes. The renewed product has gotten excellent feedback in a consumer test1) conducted by Fazer. Today, Fazer starts a campaign together with Eetu Selänne, encouraging everyone to make their own choices and to trust their own taste.
Fazer Aito Barista is designed especially to be used with coffee and in specialty coffees. The product is also suitable for cooking and baking.
The product development team at Fazer has renewed the recipe listening carefully to consumers’ wishes. The new taste has received a warm welcome: In a consumer test1) conducted by Fazer the new product got excellent feedback. In a blind test, the consumers rated the renewed product as having a more pleasant and natural taste than before, and it was also considered to be more suitable for use with coffee. The intensity of the taste of oats is well balanced and according to most participants, the sweetness is on a suitable level. The mouthfeel is quite soft and rich, and the aftertaste is good.
More plant-based, without compromise
Fazer Aito's goal is to inspire people to include plant-based food in their diet.
"We want to make products that taste so good that switching to plant-based is easy and doesn't feel like a compromise. Taste and quality have always been Fazer's top priorities," says Briza Kronhamn, Marketing Manager responsible for Fazer Aito products.
The face of the campaign starting today is ice hockey player Eetu Selänne, who is making his debut in the advertising world. The extensive campaign will be visible during the spring and summer on television, cinemas, digital channels, and stores.
"We encourage everyone to try plant-based products and trust their own taste. Eetu represents a new generation, he is a young athlete and a great example of someone who has decided to add plant-based to his diet, continues Kronhamn.
"I am very excited about this cooperation because Fazer is my favourite brand in Finland. Even though I'm careful about my diet as an athlete, I still boldly try new things. I myself have started to switch to plant-based products from Barista Oat Drink”, says Eetu Selänne.
"I drink coffee every day and it matters what kind of oat drink you choose with coffee. Ice latte is my favourite, and the soft taste of Fazer Aito Barista works really well in it," Eetu continues.
Fazer increases the number of plant-based products in its assortment
The use of plant-based products has become increasingly popular in recent years. Although plant-based products are still chosen for environmental and health reasons, the main reasons for choosing plant-based products2) are the desire to try new things and good taste. Fazer is also committed to increasing the number of plant-based products in its range. Currently, 45% of Fazer's entire selection is plant-based.
"Choosing a plant-based diet is one of the most environmentally impactful actions that anyone can take as individuals. Plant-based products are no longer a marginal phenomenon but have found their place in shopping baskets of consumers of all ages. Making just a few plant-based meals a week is important, also from your own well-being perspective," says Anniina Niemistö, Vice President, Communications and Sustainability at Fazer Lifestyle Foods.
Fazer Aito offers a wide range of delicious and high-quality plant-based drinks, cooking products and gurts. They are made from Nordic oats in Koria, Finland and Tingsryd, Sweden.
1) Foodwest, Barista oat drinks, September 2023, n=104
2) Fazer Shopper Study 2023, Nepa Insight, n=1012 (Finland) and 1013 (Sweden)
Images for editorial use: https://fast.fazer.com/l/9sjhRnK7cH5c
Campaign film: https://youtu.be/NX1md5kVfgM
Additional information:
Anniina Niemistö, VP, Communications and Sustainability, Fazer Lifestyle Foods, +358 40 674 4672, anniina.niemisto@fazer.com
Fazer serves the media by phone Mon–Fri from 8 am to 4 pm, tel. +358 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 more than 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 more than 40 countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2023, Fazer Group had net sales of 1.200 million euros.
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