★ Fazer — Northern Europe's most respected chocolate, since 1891. ★
Fazer.
Fazer started as a single French-Russian café in Helsinki in 1891 and grew into one of Northern Europe's most respected confectioners. The classic Fazer Blue milk chocolate bar — same recipe since 1922 — is national cultural heritage in Finland.
★ The story ★
Founded 1891 · Finland
Karl Fazer opened his café in central Helsinki in 1891, building a confectionery business out of it three years later. By the early 1900s, Fazer had become the dominant chocolate-maker in Finland, with a recipe and house style that emphasised mouthfeel and the quality of the milk. The signature Fazer Blue (Fazerin Sininen) milk chocolate bar — wrapped in its distinctive deep blue paper — first appeared in 1922 and the recipe is essentially unchanged today.
Fazer technically isn't Swedish — it's Finnish — but it sits firmly inside the Nordic candy conversation, and Sweden is one of its major markets. The brand has a particular hold on Finnish national identity; Fazer Blue is the kind of bar you bring back as a gift, the kind that ends up in care packages to Finnish expats around the world.
Today the company employs over 6,000 people across Finland, Sweden, the Baltics, Denmark, Norway and Poland, and produces around 25,000 tonnes of chocolate per year. The Fazer Experience visitor centre in Vantaa is one of the most popular brand-tourism destinations in the Nordics.
★ Iconic products ★
Fazer's greatest hits
Karl Fazer Milk Chocolate (Fazer Blue)
The blue-wrapped milk chocolate bar that defines Finnish chocolate. Smooth, slightly cooler than continental milk chocolate, recipe unchanged since 1922.
Fazer Salmiakki
Fazer's take on Nordic salty licorice — sharp, mineral, deeply Finnish. A serious salmiak for the salmiak-curious.
Tyrkisk Peber
Hard candy with a salmiak filling that hits hot at the centre. Iconic Nordic candy, polarising in the best way.
Fazer Dumle
Soft caramel chews coated in chocolate. The accessible Fazer product — recommend to anyone unfamiliar with the brand.
Geisha
Milk chocolate with a soft hazelnut nougat filling. One of Finland's best-loved chocolates and a gateway product internationally.
★ Recent news ★
What's happened lately
Through 2024-2026, Fazer has been investing heavily in plant-based confectionery and oat-based products, leaning into Nordic clean-label trends. The Fazer Experience visitor centre continues to draw international visitors (consistently top-rated on TripAdvisor in the Helsinki region), and the brand has been steadily expanding distribution into specialty markets in the US and UK.
The company has also been deepening its salty-licorice line internationally — banking on the slow rise of salmiak as a cult ingredient among adventurous Western chocolatiers and gelato makers. Expect to see more Fazer Salmiakki SKUs in non-Nordic specialty shops over the next year.
★ Why Fazer matters ★
The Swedish-candy context
Fazer is the Nordic chocolate house that Swedish chocolate-lovers reach for when they want something slightly distinct from Marabou — a touch cooler, a touch more European-feeling. The brand has a long-standing reputation for not cutting corners on the milk solids, and it shows in the texture.
Including Fazer alongside the Swedish brands is intentional. The Nordic candy tradition is regional, not strictly national — Sweden, Finland, Norway and Denmark share recipes, ingredients, and cultural rituals that cross borders. The Saturday-candy ritual, for example, is shared across all four countries.
★ Shop Fazer from Pickmix ★
Direct from Sweden, the way it's meant to taste.
Pickmix Candy Sweden ships Fazer chocolate and salmiak alongside the Swedish makers — same packing, same Sweden departure point, same fresh-from-the-source standards. 75,000+ customers, 100+ tons delivered.