Case: Fazer

Long-term cooperation results in international webshop

Fazer wip-away

Fazer Food Services is one of the leading lunch suppliers not only in Denmark but also in Norway, Sweden and Finland. Lunch is served daily for more than 450,000 guests in the Nordic countries. In Denmark, Fazer Food Services runs approx. 160 staff restaurants (canteens) for private companies as well as public universities, government agencies, ministries, etc. Fazer Food Services is part of the Finnish Fazer Food Group established in 1891 by Karl Fazer. Today, the group employs more than 15,000 people and traded for more than DKK 11.8 billion in 2015. In Denmark, Fazer Food Services is best known for its chocolate and liquorice products Fazermint, Dumle, Skolekridt and Tyrkisk Peber but the majority of the group’s turnover comes from other areas such as Fazer Bakeries, Fazer Cafés and the very recognised staff restaurants in Fazer Food Services which are run under service brands such as wip and Amica.

In 2006 Fazer Food Services went online with the webshop Wip-away developed by Hesehus. With the webshop, it is possible for the guests in Fazer Food Services’ staff restaurants to buy delicious and healthy dishes to bring home and heat up for the family for dinner.

Design with focus on conversion

After six years with a well-functioning webshop, Fazer Food Services chose to update and expand the webshop in cooperation with Hesehus. With focus on a maximum conversion, Hesehus has designed the webshop based on the idea that “less content on the front page sells more!”. Surveys find that it is easier for the customers to navigate the webshop and find what they need – and thereby they are more likely to complete a purchase – if they are not exposed to too much unnecessary noise on a website. Hesehus has therefore decided only to display two dinner dishes at a time on the new front page of the webshop but the customer can, of course, via a single click have more of the current menus displayed.

Order dinner on the smartphone

In the autumn 2012, Fazer Food Services launched a simple and easily available mobile version of the Wip-away webshop as well as an app for both Android and Appstore in order to accommodate the increasing use of smartphones for online shopping. The app was soon a success for the Danish lunch guests who can now easily order the family’s dinner via their smartphone.

Cross-border focus in responsive design

When the Finnish and Swedish versions of the Wip-away shop were to be developed, Hesehus – due to new functions and the adjustments for two new markets – decided on a responsive design as it matches the new functions better and still ensures the user a mobile solution that gives the best shopping experience regardless of what device it is visited from.

Explore Fazer Food Services' new webshop

Case details

Launched in November 2006 og August 2012


Webshop, PIM, DAM, CMS, and Design

Functions & features

Mobile app of the webshop in Danish, responsive mobile app of the webshop in Finnish and Swedish


Wip-away webshop with an annual million turnover

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More B2B webshops by Hesehus

Contact us

Want to hear more?

Lars Hedal

hedal@hesehus.dk      +45 40 25 50 83

Lars Hedal, CEO at Hesehus A/S