This post is an informative journalistic coverage of a PR event with editorial & reportage elements that do not aim to promote any business, organisation, product or service.
Today - on the day of publication- I am a member of Ruokatoimittajat ry (Finnish Food Writers' Association), and attended this PR event as a food writer (not as an influencer).
9 September 2025 - café clé, Helsinki
I started my morning at Fazer’s breakfast event with a table almost too pretty to touch. Luckily, curiosity (and hunger) won. Finland's food journalists were warmly welcomed by the brand’s team before diving into today's highlights.
Oats aren’t new to Fazer. They’ve been milling, baking, and experimenting with Nordic oats for years. What’s new is how far they’re now taking them. From bakery goods to drinks, from snacks to side-stream innovations — oats are proving they can do almost anything.
But taste is still the hero. That message rang clear: no compromise. Whether you’re vegan, vegetarian, flexitarian, or just curious, the goal was to create oat-based products that feel familiar, indulgent, and satisfying. As the brand experts pointed out, their aim wasn’t to replace dairy for the sake of it, but giving people a choice that tastes just as good — or better.
Ready for the launch highlight? 👀 🥁
Photo by © Reka Csulak - Three Pod Studio
Welcome the brand-new Fazer Aito oat “gurt” range! Creamy, thick, and balanced, finally a plant-based answer to dairy yoghurt. Flavours include classic, vanilla, mango, pear, strawberry, and blueberry — with more to come. Each spoonful confirmed what research had already shown: people don’t want “almost” versions of dairy. They want plant-based products that taste just right. My personal favourite instantly became vanilla!
Today's tasting bites included:
- Parfait: Fazer Aito Gurtti Mango & Vanilla, granola, passion fruit jam
- Sourdough bread: avocado, smoked paprika, sumac, labneh
- Strawberry-mango smoothie
- Waffle: Fazer Aito Gurtti Blueberry, fresh berries
- Ginger-citrus juice
- Speciality coffee or tea & Fazer Aito Barista
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Protein content naturally came up in conversation. These gurts aren’t high-protein yet, but with plant-based protein sources like potato now in play, the door is wide open for innovation. Add vitamins, calcium, and the natural benefits of Finnish oats, and you’ve got a strong base for future development.
I loved hearing how seriously Fazer takes consumer testing. From tiny kitchen pilots to scaling up thousands of litres, every recipe was adjusted, tested, refined. Hundreds of people tried them blind — and many thought they were dairy. That’s when Fazer knew they’d nailed it.
Beyond Finland, Fazer already exports oat products to 40+ countries. Their playful “Have it All!” campaign is rolling out across Europe — fronted in Germany by Samu Haber (yes, Sunrise Avenue’s own), who also happens to be a genuine fan. It’s a smart, fun way to speak to both long-time vegans and everyday flexitarians.
Walking out of the charming Café Clé, I realised what made this event feel different. Instead of another product launch we had a glimpse of how plant-based eating can be rooted in joy, flavour, and creativity — not compromise. This is the kind of PR breakfast worth waking up early for!
I had the pleasure of attending this PR event and being among the first ones to taste these novelties.
You can read Fazer's related press release here + see more insights and photos on my Instagram.
Thank you so much to Silja Ahonen - Senior Account Manager at Polhem for inviting me to this event, and Fazer's representatives: Janne Illman - Marketing Director, Tarja Kuusela - Communications Director, Marianna Haavisto - Marketing Manager, Reeta Kylänpää - Communications Manager and the wonderful staff of Café Clé for the insights and great breakfast experience today.
DISCLOSURE
The organiser has not set any special criteria and has not initiated any financial/alternative compensation that would require the creation of any written or visual content related to this PR event nor the promotion of any products/services in exchange for attendance - but I decided to share my experience anyway as I think you'd enjoy exclusive insights from my recent gastro adventure. Any PR products/samples/food, drink/services/raffle prizes handed out by the organisers, other participants or exhibitors (if applicable) were not a form of compensation, nor part of an exchange agreement.
