Hilma-Karoliina Rozell

Counsel, Member of the Finnish Bar

I specialise in consumer and marketing law as well as intellectual property rights and have in-depth understanding of various fields from luxury products to the energy industry.

I regularly advise our clients in consumer protection legislation and marketing law matters, such as green and sustainability marketing, and also support them in their dealings and negotiations with consumer authorities in relation to these matters. In addition, I represent our clients in authorities’ monitoring processes, in the Consumer Disputes Board and in consumer protection related court proceedings in various fields.

I truly enjoy advising our clients in matters relating to industrial property right and copyright, and a very well branded and insightfully marketed product always makes me smile. I have almost 10 years of experience in commercialising and enforcing intellectual property rights. My special expertise also includes matters that concern violations of good business practice and trade secrets.

I have long been a member of the board of the Finnish Fashion Law Association, and at the moment I support Finnish design as a member of the board of the Ornamo Foundation. I am an active speaker and author in topics concerning marketing and consumer law.

The international ranking Managing IP has several times awarded me the title of Rising Star in the field of intellectual property rights in Finland.

Latest references

We acted as Finnish counsel to Pernod Ricard in the sale of a portfolio of local Nordic brands to Oy Hartwall Ab, an affiliate of the Danish group Royal Unibrew. Pernod Ricard is a worldwide leader in the spirits and wine industry. The local portfolio of brands includes spirits, liqueurs and Finnish wine brands, the best-known being the liqueur Minttu, along with their related production assets based in Turku, Finland. The closing of the transaction remains subject to customary conditions.
Case published 21.10.2024
We are acting as Finnish legal advisor to KLP Vermögensverwaltungs in a combination of its German subsidiary MVC Mobile VideoCommunication with Elisa Videra, a subsidiary of Elisa Corporation, through a share swap. KLP Vermögensverwaltungs will have a 62.5% holding and Elisa Corporation a 37.5% holding in the combined MVC Videra. The transaction is subject to authority approval in Finland and the estimated closing is in December 2023. In 2023, MVC Videra’s combined turnover is expected to be around EUR 45 million with a total of around 150 employees.
Case published 6.11.2023
We are advising Oomi Oy in questions relating to electricity market legislation, consumer protection and marketing law. Oomi is one of the largest electricity sales companies in Finland. The company sells electricity contracts, solar power systems and electric car charging solutions to consumers and businesses.
Case published 19.6.2023
Valio is a food company with the courage to change with the times. Valio’s road to growth and towards the innovative transformation of the food industry is supported by its long-standing business law partner, Castrén & Snellman. Juha Hölttä became Valio’s General Counsel at a time when the company kicked its new strategy into a higher gear. ‘In the past two years we have made several significant market initiatives and expanded our business from food production to other areas of the value chain. By acquiring Heinon Tukku, we now provide a new kind of added value to restaurants and professional kitchens through our Valio Aimo ® wholesale business. And our joint venture with St1, Suomen Lantakaasu Oy, will enable us to reach our goal of turning manure into biogas for heavy transportation,’ Hölttä describes some of the milestones of the new strategy. In addition to expanding into new business areas, Valio continues to build a more sustainable dairy business alongside seeking international growth from plant-based products. Valio has invested in the international growth of its Oddlygood ® brand through incorporation and gained additional product development expertise through the acquisition of Gold&Green. Carbon footprint of milk reduced by new business operations Dairy products are at the core of Valio’s business, and the company develops this strong foundation not only through product innovation but also at the beginning of the food chain. ‘Who could have foreseen that dairy farm manure could become one way of tackling climate challenges? Our planned biogas plants will use manure and agricultural by-products to produce renewable liquefied biogas for use as transportation fuel,’ says Hölttä. ‘Valio is aiming for a carbon-neutral milk chain by 2035. We are making major reforms in our operations in order to make this happen.’ The sustainability programme for Valio’s 3,700 dairy farms has been expanded, and it now includes the preventive and systematic healthcare of cows as well as actions related to grazing, the climate and biodiversity. ‘Appreciation for locally produced food is on the rise, which means that sustainability questions are local as well. This is a good trend, as it makes it easier for us to make a difference.’ ‘Strategic help even in difficult circumstances’ The service-mindedness of lawyers is key in implementing a growth strategy. Castrén & Snellman Attorneys is a long-standing partner of Valio, and the relationship between the two is tight. ‘At Valio, we are always exploring new business opportunities, and us lawyers are tasked with assessing these opportunities. My philosophy as the General Counsel is that my door is always open. Together we can evaluate how to solve and implement new initiatives. In this job, you must be curious, broad-minded and business-oriented,’ summarises Hölttä. Hölttä’s legal team of five people is supported by experts from Castrén & Snellman. The key to successful partnership is that both parties are familiar with each other’s business operations and ways of working. ‘Castrén & Snellman knows us well, and they maintain an up-to-date overview of our situation, which I highly appreciate. It means that we are able to tackle tricky situations together quickly even in difficult circumstances.’ A joint fast reaction was needed, for example, when Valio exited the Russian market after the country launched its war of aggression on Ukraine. ‘The responsible thing was to leave quickly but in a controlled manner and by repatriating our investment as opposed to leaving an operational food production facility in the hands of a country that was waging war.’ A shared vision of sustainability Valio – Together we make life better A Finnish food company Approx. 4,600 employees Owned by 13 Finnish dairy cooperatives Finland’s most sustainable brand in the Sustainable Brand Index study Read more about sustainability at Valio Castrén & Snellman – Building sustainable success stories Forerunner of demanding legal services 300 employees Owned by its partners ‘We help our clients build sustainable success stories and achieve their sustainability goals.’ Read more about sustainability at Castrén & Snellman Shared success stories of Valio and C&S Global Brand Portfolio Management and IP Enforcement Purchase of Gold&Green’s Brand, IPR and R&D Function Joint Venture for Biogas Production with St1 Sale of Russian Operations Acquisition of Heinon Tukku Significant Growth Funding Round Competition Damages Case Defending Against Environmental Permit Challenge at the Appellate Level
Case published 4.5.2023
We advise Samla Capital in the construction and development of The Hotel Maria and the related financing arrangement. The Hotel Maria is a first-class luxury hotel located in southern Helsinki that will open its doors at the end of 2023. The Samla Hotels fund (SC Hotels I Ky), managed by Samla Capital, will provide the investment required for the hotel. The investment budget is around EUR 116 million. The Hotel Maria will open as a member of Preferred Hotels & Resorts’ prestigious Legend Collection. This will be the brand’s first Legend hotel in Finland. The Hotel Maria consists of four buildings situated in a historic venue, and it aims to offer its customers an exceptional and modern luxury hotel experience.
Case published 13.1.2023
We advised Valio in the purchase of all the rights of the Gold&Green brand, Gold&Green Foods’ intellectual property and its research and development function from Paulig. Gold&Green Foods is known for its revolutionary plant-based innovation Pulled Oats. The arrangement does not include other Gold&Green Foods operations, and Paulig will continue Gold&Green Foods’ current operations and sell Gold&Green products under license from Valio. ‘Gold&Green has been a pioneer in the field of plant-based food and new product development, and Valio has successfully developed its Oddlygood plant-based product portfolio. Now, the Gold&Green R&D team joins us in reaching our strategic goal—to further strengthen our position in the growing global plant protein market. Together, we will develop the innovations in Gold&Green’s pipeline and continue the story of the brand’, says Tuomas Salusjärvi, Executive Vice President, Growth Businesses and R&D at Valio. Valio is a Finnish dairy and food group founded in 1905 and owned by Finnish regional dairy co-operatives. Valio has subsidiaries in Sweden, the Baltics, the USA and China. It had net sales of EUR 1,787 million in 2019 and employs over 4,000 professionals.
Case published 2.3.2022
We acted as Finnish counsel to Sambla Group AB in its acquisition of Rahalaitos Oy from Speqta AB (publ). Advokatfirman Cederquist KB (Sweden) acted as lead counsel for Sambla Group AB and its shareholder Nordic Capital. Rahalaitos is a Finnish fintech company that since 2011 has been offering a marketplace that connects consumers with banks, lenders and insurance companies through technology and services. Rahalaitos has been a pioneer in Finland in developing better opportunities for its customers to apply for loans. Sambla Group consists of Sambla and Advisa and is one of the Nordic region’s largest players in comparison sites for personal finance.
Case published 1.2.2022
Castrén & Snellman advised Lantmännen in its contemplated acquisition of Finnish food company Myllyn Paras from Sponsor Capital and minority owners. The acquisition is a key step in broadening Lantmännen’s offering in Finland. Lantmännen is an agricultural cooperative and Northern Europe’s leader in agriculture, machinery, bioenergy and food products. Lantmännen is owned by 19,000 Swedish farmers and has 10,000 employees in over 20 countries. Myllyn Paras is a Hyvinkää-based company manufacturing, marketing and distributing flour, flakes, grains and pasta as well as frozen dough and bakery products. Myllyn Paras was established in 1928 and operates two factories in Hyvinkää and one in Tammela. Myllyn Paras is one of the most valued food brands in Finland. The group also exports products internationally. Myllyn Paras group employs approximately 110 employees. The completion of the acquisition is subject to obtaining merger control approval from the Finnish Competition and Consumer Authority.
Case published 23.9.2021