Fazer Bakery’s bread novelties feature trendy oats and sourdough, Lontoo rae doughnut fascinates in the sweet selection

The well-established trend for oat and sourdough breads continues to grow in Finland, and this is reflected in Fazer Bakery’s new bread products. There is also increasing interest in thinner breads. The familiar confectionery brands – Pihlaja and Lontoo rae – delight in the form of new bakery products.

Wellbeing from oats

Oats have become a favourite for many in recent years and have taken market share from wheat breads in particular. Almost one-fifth of bread consumption is based on the search for a good feeling and the health effects of bread¹, and it is an important reason for the increased popularity of oats. The health effects of oats are well known in Finland and the demand for oat products is growing all the time. Dried oat breads are also becoming more and more popular.

Fazer Real Kaura 380 g

This is a delicious oat version of the well-loved classic Real brand. Like the familiar rye version, Real Kaura is tasty, succulent and contains plenty of grain. This new high-fibre product is made from 100% Finnish whole grain, of which 77% is oats and 23% spelt. The Fazer Brainhow label indicates the brain-friendly nutritional content of the product. The product is dairy-free, lactose-free and vegan. Available in shops from 18 August 2020.

Vuohelan Kaurapala 240 g

Vuohelan high-fibre oat portion bread is suitable for many diets and brings added variety to the narrow selection of gluten-free breads available in shops. Made with buckwheat sourdough, 94% of the grain in this yeast-free soft bread is oat. Baked at Fazer’s Vuohelan bakery in Lahti. The product is gluten-free, lactose-free and vegan. Available in shops from 18 August 2020.

Oululainen Jälkiuuni Kauralastut 120 g

There is a demand for more healthy and convenient alternatives for snacking. Joining the popular Oululainen Jälkiuuni Ruislastu rye bread crisps are delicious oaty crisps in two flavours: roasted onion and sweet chili. Containing 30% oat, these bread crisps are made using Oululainen’s own sourdough and are slowly baked at a low heat. Oat bread crisps are great on their own or with side dishes, for example for dipping or with cheese. The product is dairy-free, lactose-free and vegan. Available in shops from 10 August.

Thin breads becoming increasingly popular

Interest in thin breads continues to grow in Finland. Thin breads are often bought as delicacies, but also because of their smaller portion size. Fazer’s range of thin breads is now complemented by a thinner variant of the familiar Reissumies Tosi Tumma dark malted bread.

Oululainen Reissumies Tosi Ohut Tumma 200 g

The sweetish taste of Reissumies Tosi Tumma rye bread comes from malt and oak smoke flavouring. The new extra-thin version combines the familiar taste with a chewier consistency. The bread is made with 66 % wholegrain rye from Finland. Milk-free, lactose-free, vegan. Available in shops from 18 August.

The sourdough trend continues

Baking with sourdough is a growing trend around the world, and also in Finland. Sourdough breads are also characterised by high quality: the dough is allowed to rest for longer, creating the pockets of flavour that are familiar from artisanal breads. Fazer now complements its selection with two new sourdough breads.

Fazer Arjen Ihana Pellavansiemen & Hapanjuuri 300 g

There is a new addition to the Fazer Arjen Ihana product family to accompany the oaty sourdough bread. In addition to the sourdough, flax seeds and long resting of the dough give the bread a unique texture and taste. The product is dairy-free, lactose-free and vegan. Available in shops from 18 August.

Fazer Kiireetön Hapanjuuripatonki 330 g

A trendy sourdough baguette has been added to the premium Fazer Kiireetön range of shop-baked breads that was launched in January. Fazer Kiireetön Hapanjuuripatonki is made with genuine rye sourdough and is given a long resting time before baking. Like the other breads in the series, it takes as much as a full day to bake. It is made from Finnish grain without additives, and each bread is handmade by the baker. The product is dairy-free, lactose-free and vegan. Available from the baking points in shops and selected Fazer Shop-in-shop bakeries from 3 August. 

Classic sweets add a delightful touch to bakery delicacies

Two new seasonal products have been added to Fazer’s selection of confectionery-branded bakery products and are available for a limited time only.

Fazer Lontoo rae doughnut 108 g

Lontoo rae dragées are an enduring favourite that have now been combined with a deliciously soft doughnut. Inside the frosted filled doughnut is a sweet liquorice core, with genuine Lontoo rae granules on top. The product is lactose-free. Available in shops from 3 August to 30 October 2020.

Fazer Pihlaja star tartlet 72 g

Fazer’s traditional seasonal delicacy – a star-shaped tartlet baked using genuine butter – is available with the legendary Pihlaja marmalade sweets this Christmas. Low in lactose. Available in shops 12 October – 31 December 2020.

Sources:

1 Red Note 2019: Needs-based bread segments, Fazer Bakeries 10-2019

Product images:

www.fazergroup.com/pictures - Media_Press – Finland – Leipomouutuudet syksy 2020

Media contacts:

Anniina Niemistö, Director, Communications, Fazer Bakery Finland, anniina.niemisto@fazer.com, tel. +358 40 674 4672

Media enquiries: tel. +358 40 6682 998, Mon–Fri from 8 am to 4 pm, email media@fazer.com   

Fazer Group

Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. In 1891, the young Karl Fazer opened his first café with a mission to make food with a purpose – and a passion to create moments of joy for all the people around him. Shaping the next tastes, traditions and food experiences, Fazer is going Towards Perfect Days. Fazer wants people to experience the Northern Magic it creates and builds on its strong heritage, consumer first approach and innovations to create the sustainable food solutions of the future. The Group focuses on fast-moving consumer goods, operates in eight countries and exports to around 40 countries. In 2019, Fazer Group had net sales of 1.1 billion euros and almost 9,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.

Northern Magic. Made Real.