Fazer gives Dumle Original sweets a playful packaging makeover

By Jenny Eagle

- Last updated on GMT

Dumle to launch 'Dumle Play with Words' packaging. Picture: Dumle.
Dumle to launch 'Dumle Play with Words' packaging. Picture: Dumle.

Related tags Brand Finland

Fazer confectionery has given Dumle Original sweets a playful packaging makeover, called 'Dumle Play with Words', which will go on sale in January.

The company decided instead of its familiar Dumle label, consumers can buy the product under the names: Del Mu, El Mud, Dmule, Le Dum, Mulde and Le Mud, and take part in fun-filled competitions across Dumle’s Facebook channels from January 1-April 29, 2018. 

Toffee covered with milk chocolate


With over 300 words to choose from on the confectionery wrappers fans can create phrases, haiku poems, anagrams and word games. 

Kirsi Nordberg, senior brand manager, Fazer, said the packaging is a new take on fridge magnet games, and will be available across the Nordic countries, Germany, Estonia and Poland.

The game will culminate in a prize draw where the winners will receive a PlayStation 4 console and virtual reality package. 

She said the competition will only apply to Dumle Original sweets, delicious toffee covered with milk chocolate.

The names are made out of the Dumle brand name with a funny twist. There will be a total of five packs to choose from and inside each package you can find over 300 different words​,” she said.

With a bit of playfulness and ingenuity, the 300 plus words found on the confectionery wrappers can be used to make all manner of fun phrases. The result of this word wizardry is that familiar phrases get new, surprising forms​.”

Playful brand

Nordberg said it is the first time Fazer has launched this kind of campaign where individual candies have words on their wrapping.

Dumle is playful brand that is against growing up. We want to be a twist against maturity. That is why we decided to pack our Dumle sweets in wrappings with words which people can play with​.

If the campaign is a success we plan to run it again. We didn’t need a special piece of machinery to customise the packs. They appear on our Dumle Original bags in domestic sales in pack sizes of 220 g, 120 g and 190 g mainly sold in Finland, Sweden, Norway, Denmark, Island, Germany, Poland and Estonia​.”

Fazer Dumle Original sweets are sold in more than 30 countries and around 380,000,000 are produced at Fazer’s factory in Vaarala, Vantaa, Finland. 

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