What – specifically – makes chocolates ‘premium’ ?

In the Nordics, the brand name Fazer is synonymous with ‘chocolate’. To expand their reach beyond the frozen North, a new range of premium chocolates was developed specifically for travel retail.

On a mission to understand the needs, drivers, behaviours and opportunities surrounding premium ‘gifting’ chocolate, we cocreated with lead consumers in Amsterdam, Moscow and Shanghai.

Rather than play the ‘global brand’ game, we found that – for a variety of reasons – explicit Finnish provenance unlocked an exciting proposition of ‘new premium’

The idea of having a family-run factory in a snow-covered forest was normal to the Fins, but really exotic and interesting for the Chinese.


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James Veenhoff