Hilda Björkman, Director Marketing Fazer Bakery Sweden, and Madeleine Gössner, Senior Marketing Manager, introduced the students to Fazer Bakery and all the ins-and outs of the bread market. Students thereafter got introduced to Fazer's collaboration with Fullkornsfrämjandet, and learned the importance of wholegrain in a healthy diet, gaining a lot of new and valuable insights.

The students were challenged with helping Fazer identify how to best communicate the importance and relevance of wholegrain to young adults. Using a why/what/how framework, students examined consumer trends and attitudes, explored barriers, and developed ideas for how to communicate this in the best way.

The workshop was not only informative, highlighting the relevant topic of health, but also challenging, illustrating the complexity of shifting consumer attitudes and behavior.

Thank you to Hilda, Madeleine, and Olle Ericson, Senior Manager Business Development, for organizing an insightful and challenging workshop!

Saga Baggströms, Key Account Manager, Fazer Retail Club 2025/2026