Fazer enters US savory snack category

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Fazer enters US savory snack category

5 May 2025

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

CHICAGO — Chicago Importing Co., a national importer of specialty foods and the exclusive US distributor of Fazer, expanded the brand into the savory snack category with the introduction of Crisp crackers.

Fazer, while based in Finland, is known in the US for its chocolate confections, but its global reputation also includes its grain products.

“Having introduced its savory snack cracker line, Crisp, to various countries over the years, we are thrilled to support Fazer in launching the Crisp brand here in the US,” said Nancy Fino, VP of marketing at Chicago Importing Co. “We anticipate that our customers, who already appreciate Fazer for its exceptional confections, will warmly welcome this new category.”

Staying true to its brand promise of “Northern Magic. Made Real.” and its commitment to using natural ingredients without additives, Fazer’s Crisp products are made with sourdough and 100% whole grain rye flour. The crackers are rich in fiber and achieve their crunch through extensive baking.

“The timing for these products is perfect,” Fino said. “The healthy snacks market currently stands at approximately $21 billion and is projected to grow at a CAGR of 7.5 percent by 2030. Moreover, healthy savory snacks hold nearly 33 percent of the total market share.”

The Crisp line is available in three varieties — Rye, Dark Rye, and Rye & Rosemary — and sold in 9-count cases. Chicago Importing Co. will introduce this new snack, along with other new products, at the 2025 Summer Fancy Food Show in New York.