What happens when a 130-year-old food company decides to turn its waste into value? In this episode of The Circular Coffee Break, we sit down with Juhani Sibakov, Head of Innovation at Fazer Bakery Finland, and Katariina Rommi, Senior Manager at Fazer Lab, to uncover how Fazer is reimagining food waste—and turning surplus bread into a circular innovation success story.
At the heart of the discussion is Fazer’s latest creation: Brewed with Fazer Rescued Bread, a new craft beer developed in collaboration with Teerenpeli Brewery & Distillery. The twist? It’s made using surplus rye bread from Fazer’s own bakeries, replacing up to 25% of the traditional malt. What started as an idea nearly a decade ago has now become a shelf-ready product available in supermarkets across Finland.
We unpack how this venture fits into Fazer’s ambitious goal to cut food waste by 50% by 2030, and explore the technical, cultural, and commercial ingredients that made it possible. From stabilizing fluctuating side streams to crafting a consumer-friendly narrative, the team shares how they turned a sustainability challenge into an innovation opportunity.
Katariina walks us through Fazer Ventures—an internal startup model that empowers employees to act like entrepreneurs and test ideas fast. Whether it’s oat-based frozen treats or beer from bakery leftovers, these internal ventures are helping Fazer build new value chains and shift from waste to worth.
Key topics we cover in this episode:
- The story behind Brewed with Fazer Rescued Bread
- Technical challenges and how the team overcame them
- How upcycled ingredients can be made drop-in ready for partners
- The power of cross-functional teams and agile experimentation
- Changing consumer perceptions around surplus-based products
- What makes a circular collaboration succeed across industries
- Why internal venturing is key for scaling sustainability
- Future circular product ideas from chocolate, candy, and more
Juhani and Katariina also reflect on how the retail landscape is evolving, with major Finnish retailers now actively seeking products made from surplus ingredients and how consumer attitudes toward circularity are maturing beyond price sensitivity.
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