Wednesday, July 15, 2020

Fazer muscles in as Finland’s ‘market leader’ in gluten-free bakery

Fazer Group is positioning itself as Finland’s market leader in gluten-free bakery products with the acquisition of Vuohelan Herkku’s bakery and mill businesses.

Vuohelan Herkku, one of the forerunners of gluten-free baking in Finland has a modern gluten-free bakery in Lahti in close proximity to Fazer’s bakery.

Fazer said the acquisition will enable it to offer a wide range of bakery products and take advantage of the growing popularity of gluten-free bakery products.

At present, gluten-free products represent 3% of Finland’s total bakery market. This figure is expected to grow significantly over the coming years.

“Through the acquisition, Fazer becomes the market leader also in gluten-free bakery products,” said Christoph Vitzthum, President and CEO, Fazer Group.

“We will renew Vuohelan Herkku’s product portfolio and integrate it into Fazer’s gluten-free assortment.”

He added: “We will become a very strong player in the growing gluten-free market when we exploit Fazer’s strong brand and combine Fazer’s and Vuohelan Herkku’s know-how.”

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