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Fazer Becomes Market Leader in Gluten-free Bakery Products

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Fazer Becomes Market Leader in Gluten-free Bakery Products

Fazer Becomes Market Leader in Gluten-free Bakery Products
January 20
15:43 2020
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Fazer Group is continuing to execute its growth strategy and invest in growing product categories by acquiring Vuohelan Herkku’s bakery and mill businesses. Vuohelan Herkku is one of the forerunners of gluten-free baking in Finland and has a new gluten-free bakery in Lahti. Through the acquisition, Fazer becomes the market leader in gluten-free bakery products in Finland.

“Acquiring Vuohelan Herkku strengthens Fazer’s position as the leading bakery in Finland. Through the acquisition, Fazer becomes the market leader also in gluten-free bakery products. We will renew Vuohelan Herkku’s product portfolio and integrate it into Fazer’s gluten-free assortment. The acquisition of Vuohelan Herkku is a natural move for us when executing our strategy. 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,” says Christoph Vitzthum, President and CEO, Fazer Group.

Vuohelan Herkku is an innovative family-owned company specialised in developing and producing only gluten-free products. The whole production is gluten-free, and the use of food additives and allergens has been minimised.  Vuohelan Herkku has a new, modern gluten-free bakery in Lahti, built in 2018. Vuohelan Herkku’s geographical location near Fazer’s bakery in Lahti enables efficient and reliable use of Fazer’s national distribution network.

Gluten-free products represent approximately 3 % of the total bakery market in Finland. The market is estimated to grow significantly in the coming years. Around 2 % of the Finnish population is affected by celiac disease and at least one out of ten Finns suffer from IBS (Irritable Bowel Syndrome). In addition to those suffering from celiac disease, many people with sensitive stomachs have experienced that a gluten-free diet is suitable for them and relieves their stomach symptoms.


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