Tasting Christmas Novelties at Fazer

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).

11 November 2025 - Vantaa

Christmas might feel distant outside, but inside Fazer’s Visitor Centre, the season has already arrived in full swing. I was invited to explore how Finland’s favourite festive treats come to life, from jelly stars and gingerbread to the unmistakable blue-wrapped chocolate that has sweetened not only December but the entire year for generations.

A cup of glögi in hand, I joined a full house of my fellow food writers and other content creators. The first clue that this event was going to be more than a simple intro? A Christmas Market was waiting at the end of the presentations. Motivation secured.

Photo by © Reka Csulak - Three Pod Studio

Our hosts, including Annina Niemistö, VP - PR & Media Relations, and Liisa Eerola, VP - Communications & Reputation Management, greeted us with great energy, pointing out that last year’s version of this event was only for employees, but internal enthusiasm convinced them to widen the circle.

Fazer has been part of Finnish Christmas for 134 years. When you’re responsible for the nation’s favourite festive treats, you start preparing around Midsummer. By early autumn, shelves everywhere already whisper that Christmas is coming.

We learned how the Vantaa factory keeps Christmas deliveries moving at scale: a core team of more than 100 professionals, joined by seasonal help, ensures that the famous blue chocolate bars and all the seasonal sweets reach shops on time. Trucks leaving the site would form a 12-kilometre convoy if they all drove out together.
Meanwhile, in Lappeenranta, 25 million Vihreät Kuulat (pear-flavoured marmalade treats) are made each year to bring festive joy to Finnish (and now also Swedish) Christmas tables.

Photo by © Reka Csulak - Three Pod Studio

From there, the morning turned nostalgic. The tradition of Advent calendars in Finland has roots in Swedish scouting. Fazer adopted the idea in the 1940s, but chocolate didn’t make its way behind those tiny doors until decades later. Today, those calendars often become family heirlooms, tucked away for the next round of seasonal decorating. The strongest memories somehow always have a sweet taste.

Gift-giving habits around sweets were also put under the microscope by Irina Suomi, Consumer Insight Manager. I learned that 92% of Finns sometimes gift edible treats, with chocolate bars leading the way. Marmalades feel especially festive in the Finnish mind, while cookies shine during the summer cottage season. A segmentation study revealed four common gift-giver personalities—from just-get-it-done pragmatists to heartfelt planners who start preparing months in advance—everyone had a good giggle when they recognised themselves in some of those behaviours.

Photo by © Reka Csulak - Three Pod Studio

When the doors finally opened to the Christmas Market and a live piano concert, we moved like children released from classroom duties. The air smelled of gingerbread and new ideas. Classic products sat beside limited editions, novelty pieces and playful flavour twists, each one hoping to become someone’s future tradition. Christmas, after all, is built from the small things that return every year... from a familiar wrapper to a favourite taste intertwined with a moment shared.

I left with the pleasant thought that while we’re still unwrapping our seasonal decorations, Fazer is deep into planning the next round of festive magic. For them, Christmas starts early. For the rest of us, it now feels just a little closer.

Thank you for the invitation to Liisa Eerola, Annina Niemistö, Tarja Kuusela (Communications Director, Fazer Bakery Finland), Reeta Kylänpää (Communications Manager), Irina Suomi and the whole Fazer Team!

You can see more insights and photos on my Instagram.

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.