Fazer sets plans for Asia

The Finnish confectionary leader Fazer aims to move outside the Nordic market and become an international company by the year 2016.

Although Fazer is a recognized brand and already has a confectionary presence in travel retail in Asia, but its products are not sold enough through conventional retail channels.

Fazer president and CEO Karsten Slotte mentioned that he believes the greatest opportunity is in China however it is a large market and it was too early to discuss a strategy for it.

He also suggested that countries such as Singapore, Philippines and Hong Kong made the most sense as the FAzer confectionery was already being sold at airports in these markets.

Karsten said Fazer would look for a distribution partner with wide trade channels, but would begin by focusing on a small geographic area.

In January, Fazer announced a strategic partnership with media company Rovio Entertainment to make branded confectionary for the mobile phone franchise, Angry Birds. This partnership, according to Karsten, has a potential in Asia and was already going through a trial period in this market.

Although Fazer has no immediate plans to start production in Asia, Karsten said he would not rule it out for the future.


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