Fazer smoothies things up with Froosh
Fazer continues to expand its healthy product offerings by acquiring leading Nordic smoothie brand Froosh – to be added to the Fazer Lifestyle Foods Business Area.
Fazer Lifestyle Foods was established earlier this year to meet emerging consumer needs in health, well-being and sustainable lifestyles. Froosh smoothies will complement the business area with healthy fruit-based options.
“Health and wellbeing as well as sustainable lifestyles are strong global consumer trends, and we see great potential in this area,” says Christoph Vitzthum, CEO and president of Fazer Group. “Fazer is transforming into a modern sustainable food company.”
The acquisition also supports Fazer’s growth and internationalisation strategy, as Froosh is the clear market leader in the Nordic smoothie market with a growing export network that includes Iceland, the Baltics, Germany, France, Ireland and Japan, among others.
Froosh CEO Brendan Harris, who will be joining Fazer as the managing director of Fazer Lifestyle Foods, comments: “Froosh has enjoyed great success over the past nine years by providing simple, healthy, delicious fruit drinks to busy, health-conscious consumers. We are an ambitious company and the time is now right to further expand our aspirations.”