Sector News

Fazer purchases Domino, Jaffa and Fanipala brands

April 29, 2016
Food & Drink

Fazer Group purchases the Domino, Jaffa and Fanipala brands. With the acquisition, Fazer strengthens its share in the biscuit market and sees excellent potential in developing the market. Returning the beloved brands to Fazer is part of Fazer’s investments into one of the home markets.

Fazer extends its biscuit assortment and purchases the Domino, Jaffa and Fanipala brands from Mondelez. Taking over these brands is a continuation to Fazer’s acquisition of the biscuit production in Vantaa from Kraft Foods (currently Mondelez) in 2012. Fazer wants to grow in its home markets and adding these strong, local brands to its portfolio is a natural way to develop the company’s share in the biscuit market. Domino is Finland’s most valued biscuit brand.

ʻThe return of these classic favourite biscuits to Fazer’s portfolio offers us excellent opportunities. We constantly develop our offering based on changing consumer needs. For example, snacking is an important new area for us where biscuits are in a key positionʼ, say Rolf Ladau , Managing Director of Fazer Confectionery. Biscuits are part of the Fazer Confectionery Business Area.

Fazer’s experience in the biscuit business is long; Fazer produced biscuit products from 1929 to 1995. The Domino biscuit was launched in 1953, Jaffa in 1969 and Fanipala in 1997.

This September will mark 125 years since Karl Fazer opened his French- Russian café on Helsinki’s Kluuvikatu. Today, Fazer is one of Finland’s best-known companies and an important employer with over 6,000 employees. Fazer’s biscuit factory is located in Vantaa and it employs some 80 people. Fazer is committed to improving its competitiveness and profitability. During the past three years, Fazer has invested around 100 million euros in Finland and plans to invest another 100 million during the next three years. Fazer wants to strengthen its presence in the market, invest in export and create jobs.

Source: Fazer Group

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