Helsinki / FI. (fg) Finland’s Fazer Group continues executing its growth strategy and investing in oats by buying Bioferme Oy, an expert in fermented oat products. With this acquisition, Fazer will obtain the consumer brand Yosa and enter a new product category and market. To enhance its growth and internationalisation, Fazer will establish a new business area, Fazer Lifestyle Foods, which will focus on non-dairy grain products, plant-based meals and on-the-go snacking.
«We are continuing our growth strategy and are set for internationalisation. We are excited to announce that Fazer will establish a new business area, Fazer Lifestyle Foods. We proceed with developing the Group towards a modern, sustainable food company, building on high-quality nutrition and adjacent new businesses. We see great opportunities for the new business area. Our ambition is to significantly grow this business with a broad international focus», says Christoph Vitzthum , President and CEO of the Fazer Group. «The acquisition of Bioferme is a concrete start for the new business area».
Rapidly growing demand for well-being and sustainability
Health and well-being as well as sustainable lifestyles are strong global consumer trends, and the superfood, oats, is booming worldwide. The Fazer Lifestyle Foods business area will focus on non-dairy products, plant-based meals and on-the-go food and drinks. In addition, Fazer will continue to grow in the breakfast category with products such as porridges and mueslis. The total market for non-dairy products in Western Europe is growing at a yearly rate of over 10 percent.
Fazer’s milling business, Fazer Mills, is an important raw material provider of oat-based products for Fazer’s internal as well as external customers. Fazer Mills will continue to serve the entire industry also in the future. Fazer sees great growth opportunities in oats and, during the past few years, the company has invested 30 million EUR in its milling business in Finland and Sweden. Fazer has also developed new high-quality consumer products, such as the Fazer Alku porridges and Fazer Alku mueslis. Nordic oats are pure and natural and the unique growing conditions produce excellent quality.
Consumer brand Yosa with fermented oat products
With the acquisition of Bioferme Oy, Fazer Lifestyle Foods gets a strong start. Oat-based products are rapidly growing in the consumer markets. Bioferme has the established Yosa brand in Finland, a strong product portfolio of fermented oat products, including a range of non-dairy yoghurt, and strong expertise in oat products.
Combining the oat expertise, brand strength, product portfolios, retail access and financial strength of Fazer and Bioferme, the business is expected to instantly become a strong player in the growing market. Bioferme will become a Fazer company and the business will be headed by Niko Scharlin, a member of the founder family and the seller of the company.
«The Yosa products found a good home at Fazer. It means a lot to us that we share similar values and that Fazer is a valued family company. We are excited about the new opportunities this cooperation can offer», says Niko Scharlin, Managing Director and the main owner of Bioferme Oy.
