Finns fell in love with Fazer’s Pätkis and Dumle Oat Drinks made from Finnish oats – more than a million litres of these drinks have been produced this year
Fazer has introduced beloved sweet brands also to the oat drink shelf. Fazer Dumle Oat Drink, launched a year ago, and Fazer Pätkis Oat Drink, which joined the team this autumn, have found their way into the hearts and shopping baskets of Finns. They have also been praised on social media. Made from Finnish oats at the Fazer factory in Koria, the delicious drinks are favourites of children and adults alike.
In recent years, Fazer has invested a lot in oat-based products. The company has doubled the capacity of its oat mills and made investments in oat drink and snack production facilities in Koria, Finland, and Tingsryd, Sweden. Fazer’s product development is always looking for new ways to use oats.
“In the product development phase, we thought it was extremely important for the flavour to honour the original sweets. We spent a long time trying to find the perfect flavour and adjusted the texture: we wanted it to be richer than other oat drinks to make the taste sensation perfect. We are glad that these oat drinks have found their way to people’s hearts,” says Tiina Tammi, Head of Innovation and Product Development at Fazer Lifestyle Foods, whose team is responsible for the recipes of Pätkis and Dumle Oat Drinks.
Oat drinks flavoured with familiar confectionery flavours are a new product type, and they have added some much-needed variety to the drink selection. Fazer Dumle Oat Drink combines the chocolate and fudge flavours of the beloved sweet, whereas in Fazer Pätkis Oat Drink, the chocolatey flavour is complemented by the familiar Pätkis mint. Made from Finnish oats in Koria, the oat drinks are vegan and can be enjoyed both cold and hot.
A clear sign of the products’ popularity and attractiveness is the extensive attention they have received on social media. Pätkis and Dumle Oat Drinks have been a popular topic on forums over the year, and especially those following a vegan diet have greeted them with enthusiasm. The drinks have been used to develop all kinds of recipes, from overnight oats to pudding and cocktails, and the recipes have spread widely on TikTok. The five most popular videos have been watched almost 800,000 times.
Fazer has introduced beloved sweet brands also to other product categories. The gluten-free Fazer Pätkis Cookies and Fazer Dumle Cookies hit the biscuit shelves at the beginning of this year. Other additions are Fazerina Granola and Fazerina Cookie Flour Mix, which friends of orange and chocolate will love, and the fudge classic Dumle’s crunchy Dumle Granola version.
“The soft taste of oats is a perfect match for sweet flavours. Many people have been pleased to find new oat drink, granola, and easy-to-use flour mix products that come in the flavour of their favourite sweet. And keep an eye out for the interesting new products that we will be launching next year,” Tammi says.
Images for editorial use:
https://fast.fazer.com/l/d-VHqt2jF_Dm or using the path https://www.fazergroup.com/fi/medialle Image bank ‒ Media_Press‒ Finland ‒ Fazer Pätkis ja Fazer Dumle -kaurajuomat
Further information:
Reeta Kylänpää, Marketing Communications Manager, Fazer Lifestyle Foods, Fazer Lifestyle Foods, reeta.kylanpaa@fazer.com, +358 400 270 559
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 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of approximately 6,000 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 2021, Fazer Group had net sales of 1.1 billion euros.
Northern Magic. Made Real.
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