Fazer revamps oat gurt range as Finland leads global plant-based trend

Fazer is relaunching its Aito oat gurt line with a complete overhaul of taste, texture, and packaging, reflecting growing demand for plant-based options that deliver the same eating experience as traditional dairy yoghurts. The new Fazer Aito Smooth range will appear in Finnish retail stores at the end of August and will be available in six flavors across three different package sizes.

The revamp comes as Finland cements its position as the world’s most enthusiastic market for plant-based gurts. About 18% of Finns say they consume them, nearly double the global average of 10%. Consumption frequency is also high, with 44% of Finnish gurt users eating them at least weekly. Almost a quarter have increased their consumption over the past year, underlining a clear upward trend. Taste remains the decisive factor in consumer choice, though the healthy and sustainable image of plant-based gurts also plays an important role.

Research commissioned by Fazer shows that consumers are looking for gurts that are as similar as possible to dairy yoghurts in both flavor and mouthfeel. Two-thirds of survey respondents who buy plant-based gurts said they preferred oat-based options. Against this backdrop, the new Smooth family has been designed to meet those expectations.

“Our product development team has successfully delivered on Finnish consumers’ wishes,” said Janne Illman, Marketing Director of Fazer’s Plant-Based Drinks business unit. “Thanks to our new manufacturing method, we can produce gurts that are soft and velvety and have a longer shelf life.” Illman added that consumer testing produced “exceptionally positive feedback,” with testers praising the products for their rich flavor and creamy texture. Even people who had not previously consumed plant-based gurts responded favorably. “With Fazer Aito products, there’s no need to compromise. In addition to being delicious, they are also a responsible choice that supports well-being,” he said.

The renewed Fazer Aito gurts are manufactured at the Finnish Food Factory in Kouvola, a modern carbon-neutral facility that specializes in beverages, gurts, and spreads. The factory uses Finnish-grown oats, a crop that has built a reputation internationally for its high quality and clean production. The updated products are fortified with vitamins B2, B12 and D, as well as calcium, and carry both the Heart Symbol and the Key Flag Symbol, certifying them as healthy choices produced in Finland.

The Smooth range will be introduced in six flavors: Natural, Vanilla, Strawberry, Blueberry, Mango, and Pear. The packaging has been redesigned with a fresh look, and each flavor will be available in formats that range from 150-gram snack pots to one-kilogram family packs. This variety is aimed at serving different household sizes and usage occasions, reinforcing the brand’s role in both breakfast and snack categories.

Alongside the launch of the Smooth line, Fazer has also renewed its Greek Style and Oat Dessert products. These have been harmonized with the rest of the range in terms of packaging design and, like the Smooth gurts, are now enriched with vitamins and minerals. Greek Style gurts have been reformulated to contain less fat and more protein, in line with consumer interest in healthier profiles.

Fazer sees strong potential for Nordic oat-based gurts in international markets, positioning them as a clean-label, sustainable option backed by science-based health benefits. Nordic oats are regarded as responsibly produced, and their reputation aligns with the growing global demand for foods that combine nutrition, naturalness, and environmental responsibility. With plant-based gurts increasingly viewed as a mainstream choice rather than a niche, the company is confident its renewed range can help extend the appeal of oat-based products beyond its home market.

By modernizing its oat gurt range with the Smooth family, Fazer is responding directly to consumer demand for products that mirror the taste and texture of dairy while also delivering the health and sustainability credentials that many now expect. For Finnish consumers, already the world’s most enthusiastic adopters of plant-based gurts, the relaunch promises a richer and creamier experience. For Fazer, it is an opportunity to consolidate its domestic lead and set the stage for further growth abroad.