Clarifying the growth direction and driving execution through strategy work

Client: Fazer Candy Business Unit
Industry: Food & Beverage / FMCG

Fazer has a long-standing presence and strong market position in the Nordic confectionery segment, with beloved brands such as Tutti Frutti, Remix, Tyrkisk Peber, Dumle and Marianne. However, the introduction of a renewed organizational model and the formation of a dedicated Candy business unit, combined with an evolving market landscape, highlighted the need to re-evaluate growth opportunities from a fresh perspective.

The goal was to build a shared understanding of where the greatest growth potential lies, and what concrete actions are required to accelerate growth in Finland and across other key markets.

Fazer’s Candy business sought a deeper understanding of why growth had stalled and what would be needed to convert a strong market presence into sustainable growth.

The core strategic questions were: Where should we play – and how can we win?

“We had made tactical shifts over time, but hadn’t done any deep strategic work on the Candy business in a while. The strategic focus had long been more on chocolate, where we’ve had major investment plans” says Tom Lindblad, VP of Fazer’s Business Unit Candy. “Meanwhile, with such a broad candy portfolio and nearly 25 brands across multiple markets, we needed clarity on where and how to drive growth, both in Finland and internationally.”

The strategy process, facilitated by Knowit, followed a structured approach:

1. Current state analysis – identifying what is working and where the blockers are
2. Growth opportunity mapping and prioritization – focusing on the most relevant areas for business impact
3. Shared future vision and must-win battles – aligning the organization on focus areas and direction. A shared ambition was captured in the new vision “Fazer candy is the source of irresistible excitement, sparking magic with timeless and modern favourites,” which now guides how the business inspires both consumers and retailers
4. Clear and actionable output – the strategy deliverables were concrete, easy to communicate, and directly applicable to operational planning

“I appreciated the concrete approach. We quickly found a common language and operated as one team with shared goals,” says Lindblad. “What made the difference was the outside-in perspective and the way Knowit constructively challenged our thinking, exactly what you want from a strategic partner.”

Throughout the process, it became evident that unlocking growth required aligning brand strengths, customer insights, and business logic into one coherent growth strategy.

The result was a clear, business-driven growth strategy that:

• Establishes a shared view on strategic priorities
• Clarifies key actions and responsibilities
• Serves as a practical tool for both daily decision-making and long-term development

The strategy now acts as a foundation for future initiatives and is fully integrated into the Candy business unit’s planning and management processes.

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