November 9, 2016

Fazer wins award for its root bread

The new type of bread by Fazer quickly won over the consumers’ hearts.
The new type of bread by Fazer quickly won over the consumers’ hearts.

Fazer Root Vegetable Bread was granted the international Gama Innovation Award in the Positioning category in the UK in October.

According to the event’s website, “Fazer Vegetable Bread was recognised for the way it responded effectively to changing consumer attitudes towards carbohydrates by substituting cereal grains for root vegetable ingredients.”

Gama Innovation Awards recognise outstanding innovation in the field of fast-moving consumer goods in six categories. The event was held this year for the first time ever.

Fazer Bakery launched the root vegetable bread in Sweden in 2015 and in Finland in 2016.

“Fazer Vegetable Bread was a worthy winner in the Positioning category of the Gama Innovation Awards 2016, having impressed our global panel of industry leaders for its level of innovation,” commented Gama founder & CEO Cesar Pereira. “Changing consumer attitudes towards carbohydrates present significant challenges to traditional staple foods such as bread, and Fazer’s approach of substituting cereal grains for vegetable ingredients could represent a significant step forward for the category.”

According to Mikko Lindqvist, head of marketing and portfolio at Fazer Bakery, Fazer is revamping its entire bakery product category, of which the root vegetable bread is an example.

“The Fazer Root Vegetable Bread has been the greatest novelty in the bread market in Sweden and in Finland, and it has become one of the most popular products within its segment.”

Root vegetable bread sales started in Russia this month.

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