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HELSINKI, Finland – Fazer is strengthening its position in Europe’s largest plant-based product market by expanding the sales of Fazer Aito oat drinks in Germany. The products became available in July in over a thousand stores of Rewe, the country’s second-largest retail chain. Finnish artist Samu Haber is the face of the extensive launch campaign. Expanding into the German market is a key part of Fazer’s international growth strategy.
Germany is the largest market in Europe for plant-based products, with oat-based drinks being the most popular category.1) Nordic, high-quality oats are widely appreciated across Europe. For example, nearly 570 million kilos of oats were exported from Finland to Germany last year, according to the Natural Resources Institute Finland.2)
”Fazer has been developing plant-based products for the Nordic markets for a long time, and they are also a key part of our international growth. The expansion of Fazer Aito oat drinks into Rewe stores in Germany is a significant step forward in Europe’s largest and rapidly growing plant-based product market,” says Janne Illman, Marketing Director for plant-based drinks at Fazer.
Artist Samu Haber as Fazer Aito brand ambassador in Germany
In Germany, the brand ambassador for Fazer Aito oat drinks is artist Samu Haber, who charmed the nation as a judge on The Voice of Germany. He embodies authenticity, the Scandinavian lifestyle, and a modern, relaxed approach to life.
The collaboration with Haber will be visible in retail stores and across social media during his tour in Germany and beyond. The campaign runs through August and September, as Fazer Aito embarks on a tasting tour across Northern and Southern Germany.
”The Fazer Aito launch is one of our most visible marketing efforts in Germany. Samu is a super popular musician there, and his positive and approachable personality draws attention. It has been insightful to combine the appeal of a rock star with the growth of the oat drink.
Samu is now bringing Nordic, plant-based products to the attention of Germans in his own personal and authentic way. The campaign is widely visible across digital channels and in-store marketing materials around the country, and fans can even win tickets to Samu’s concerts. And best of all – even backstage, Samu now enjoys his coffee with Fazer Aito,” says Illman.
