Annika Porr, Senior Manager, Forward Lab
Fazer

Gama spoke to Annika Porr, Senior Manager, Forward Lab, Fazer.

 

How is Fazer responding to the major consumer trends currently shaping the food industry?

At Fazer, we’re seeing several consumer trends that are significantly influencing how we innovate, particularly the demand for quality, innovation, health & well-being and sustainability. Consumers today want brands they can trust, so consistency and quality are critical. At the same time, there’s a growing expectation for products that bring something new – something magical, even. We’re also noticing a shift toward more holistic views of health, where physical, mental and emotional well-being are all connected. Enjoyment and fun are now seen as important components of well-being, especially in categories like confectionery. That’s why we’re developing products that not only have functional health benefits but also provide multi-sensory, enjoyable experiences.

On top of this, sustainability is more important than ever. Consumers expect meaningful action, not just marketing claims. They’re asking how companies source ingredients and manage emissions across the value chain. That expectation is pushing the whole industry to evolve, and we’re trying to lead that change.

 

Can you share some examples of how Fazer is driving innovation, especially in sustainability?

 One of the most exciting areas we’re exploring is cell-cultured cocoa. Traditional cocoa farming is facing serious challenges, par-ticularly due to climate change and the heavy use of natural resources. Together with the Finnish research institute VTT, we’ve been working on a project to produce cocoa in bioreactors. The idea is to grow cocoa cells in controlled environments, drama-tically reducing land and water use. If successful, it could be a game-changer for both sus-tainability and supply chain stability. We’re also experimenting with alternative ingredients that can replace cocoa entirely. For example, in one of our pilot products, we used local malted rye and coconut instead of cocoa and cocoa butter. This type of substitution allows us to explore new flavor profiles and textures while reducing our environmental impact.