Scandinavian Sweets
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About us

Scandinavian Sweets is a wholesaler and brand owner in Nordic premium confectionery. We own brands, distribute others and bring it all together in one range with a single supplier contact.

2,000+

Business customers

1,064

Stores in grocery retail

1M+

Bags per year

10

Brands we own and distribute

AI & dataProductsLogistics

AI platform

Where a physical industry meets data and AI.

Our own AI system connects products, stores and logistics. Machine learning predicts when each store needs a delivery, and big data gives our R&D chain decisions instead of guesses.

Predictive distributionAI models read sales per store and predict delivery needs before the shelf is empty.
Real-time logisticsOrders, inventory and routes are optimised automatically for higher fill rates and fewer empty runs.
Data-driven R&DBig data from checkouts, e-commerce and social channels becomes flavour profiles, formats and launch decisions.
One shared AI engineEvery brand shares the same data layer, so each new product starts with the whole group’s knowledge.

History

It started outside an ICA store.

Around 15 years ago, Finnish liquorice began being sold directly to Swedish consumers outside ICA stores. From there, retail relationships were built store by store.

That built practical knowledge of what makes a confectionery product work: position, price, placement, sell-through and delivery frequency. Today the same knowledge carries a portfolio of own brands, distributed brands and the Lakritshörnan retail concept.

Group structure

Scandinavian Sweets AB

Retail concept

How we build

From insight to scale

01Insight. We start with a clear consumer need, an underdeveloped position or a channel where the offer can be better.
02Brand. We build a distinct identity around the target group: product, flavour, format, design, price and communication should all point the same way.
03Launch. We use existing production partners, retail relationships, e-commerce and distribution flows to take an idea to market without building everything from scratch.
04Learn. Sales, marketing and logistics are followed in the same operational environment. We see earlier what works – and what does not.
05Scale. Capital and time go behind what proves demand. The same platform can then carry the next product, the next channel and the next brand.

Management and board

Owners who work in the business

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Eliott Spenner

CEO and Group President

Entrepreneur, previously founder of Vakna. CEO since 2025, driving the company’s brand and technology agenda.

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Martin Nilsson

Chairman of the Board

Entrepreneur with more than two decades of company building.

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Robert Kula

Board member

Entrepreneur who has run several companies together with the chairman.

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Magne Nilsson

Board member and co-owner

CEO 2020–2025. Remains on the board.