Fazer Group, the Finland-based food company, has sought to expand its retail bakery business through the acquisition of local chain Keisari.
With the acquisition, Fazer will triple the number of its artisanal bakery shops in and around Helsinki from five to 15.
“Broadening our offering is an integral part of Fazer’s growth strategy. Artisanal bread is a strong new worldwide trend. The concepts of Fazer Bakery Shop and Keisari complement each other well and form a good basis for further development and future growth. With this acquisition, Fazer gains market leadership in artisanal baking in the capital area,” Fazer president and CEO Christoph Vitzthum said.
Fazer entered the artisanal bakery business by acquiring the Gateau chain in Sweden in 2011. The business has grown from 12 to 32 shops. The first bakery shop in Finland was opened in Helsinki in 2013. At the moment, Fazer has five bakery shops in the Helsinki area. Keisari’s ten locations “complement” those outlets, the company said.
The Fazer retail bakery unit employs approximately 230 people, 75 of them in Finland. Keisari’s employees, also 75 in number, will move to Fazer.
Fazer’s other bakery unit in Finland has four domestic bakeries and 43 in-store bakeries in hypermarkets throughout the country. The division markets brands including Fazer Puikula rye bread and Fazer Alku porridges.