[Interview] FAZER STRENGTHENS ITS POSITION IN POLAND

This interview is part of Spondeo’s annual publication Finnish Business & Culture in Poland 2026

www.fazer.com

Fazer strengthens its position in Poland. Growing distribution, refreshed brands and a maturing organization throughout 2025. Last year, Fazer continued to build its presence in Poland, confirming that the decision to establish its own local operations three years ago was the right strategic step. The company expanded its customer base, strengthened its logistics and relaunched communication for its key brands.

We spoke with Michał Wójcik, Director of Customer Unit International at Fazer.

How has 2025 been for Fazer in Poland?

We were doing well and things are still getting better. After three years, we now have clear proof that opening our own business in Poland made sense. We have distribution with most key customers, and it continues to expand. Our commercial team is growing and we are managing the full Key Account structure internally.

For the large traditional trade channel, we began working with SOT (Cooperative for the Trade of Dairy Industry Products) in Białystok. We also consolidated logistics with a large Dutch company - Raben - which further improved our operational setup.

What were the main accomplishments this year?

Expanding distribution and signing new contracts were definitely key successes. We now work with all major retail chains in Poland. Another highlight was the relaunch of Dumle communication - the first time in at least 20 years.

Is Dumle still a bestseller?

Of course. Dumle has been in Poland since 1991 and remains our strongest brand. According to Kantar, 72% of Poles recognize it top-of-mind. At the same time, we are developing Geisha. We started with in-store activations and will run a major nationwide activation for Valentine's Day 2026.

Do you have any advice for negotiating with big retail chains in Poland?

The last two years were tough for the confectionery sector, especially with cocoa prices spiking from around 2,000 euros to more than 12,000 euros per tonne. Buyers are very knowledgeable and pressed for time, often only giving us 15-30 minutes.

You need to be well-prepared and concise. Skip long presentations and focus on clear, precise proposals. It significantly increases the chances of success.

his interview is part of Spondeo’s annual publication Finnish Business & Culture in Poland 2026

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