Humble Group

What Humble Group does

Humble Group AB (publ) is a Swedish public FMCG and food-tech holding company listed on OMX Stockholm under the ticker HUMBLE. Founded in 2009 and headquartered in Stockholm with 501-1000 employees, the company operates across three primary segments — Future Snacking, Quality Nutrition, and Sustainable Care — focused on sustainable, vegan, and functional food and consumer products. Its portfolio includes True Co. (a Certified B Corporation producing True Dates confectionery, Europe's first plastic-free chewing gum True Gum, and True Mints), acquired brand Delsbo Candle Ab, and the Humble Choice gaming subscription service.

The company's core technology is product formulation and brand management in sustainable and functional food categories rather than software or AI platforms. Underlying capabilities include B Corp-certified confectionery manufacturing, plastic-free gum production, and a multi-brand roll-up model that has acquired companies such as Naty and Delsbo Candle since 2021. Revenue is generated through traditional FMCG channels — retail and wholesale distribution across Nordic, broader European, and now North American markets — with no publicly disclosed B2B pricing or contract structure. Q3 2025 net sales reached MSEK 2,093 (7% year-over-year growth), Q4 2025 delivered revenue above SEK 2.1 billion with 6% organic growth, and full-year 2025 cash flow exceeded SEK 0.5 billion.

Humble Group makes money primarily through one-time consumer product sales across multiple sub-brands and geographies, supplemented by the Humble Choice subscription service for PC gaming bundles. Its go-to-market is sales-led, leveraging trade events (e.g., Natural Products Expo West 2026), retail and wholesale distribution, and geographic expansion via subsidiaries. Customer segments are fragmented consumer end-markets in Nordic confectionery, functional nutrition, and sustainable care, with a horizontal segmentation approach. Recent strategic priorities include a MSEK 80 efficiency program, deleveraging to 2.6x adjusted EBITA, an ongoing strategic review covering potential divestments and new M&A, and a planned CEO transition from interim CEO Noel Abdayem to Anders Fredriksson in September 2026.

Name

Humble Group

Legal name

Humble Group AB (publ)

Website

https://humblegroup.se

Company type

Public

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Humble Group AB is a Swedish public FMCG and food-tech holding company that acquires and operates sustainable, vegan, and functional food and consumer brands — including True Co.'s confectionery, plastic-free gum, and mints — across Nordic, European, and North American retail markets.

Ownership category

akta.pro rank

Product category

Sustainable Consumer Packaged Goods

NAICS

Frozen Fruit, Juice, and Vegetable Manufacturing (311411), Snack Food Manufacturing (31191)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Ice Cream & Frozen Desserts (2024), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Frozen Plant-Based & Vegetarian Meals (CRADADAF)

akta.pro secondary industry

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

Keywords

• Sustainable consumer goods
• Vegan confectionery products
• Future snacking
• Quality nutrition
• Plastic-free chewing gum

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. FMCG Product Sales: Revenue from sales of consumer goods including confectionery, snacks, coffee, and personal care products across Nordic and international markets
2. Subsidiary Operations (True Co.): True Co. subsidiary generates revenue from confectionery and gum products, expanding in North American markets with plastic-free gum and functional confectionery

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Humble Group AB is a Swedish FMCG and food-tech group that develops, acquires, and distributes sustainable, vegan, and functional consumer products spanning confectionery (True Dates, True Gum, True Mints), snacks, coffee, and personal care across three operating segments: Future Snacking, Quality Nutrition, and Sustainable Care. Revenue is generated through retail and wholesale channels in Nordic, European, and North American markets, complemented by a digital PC gaming subscription bundle service (Humble Choice).

Product overview

Humble Group AB is a Swedish FMCG company operating in the food-tech sector with a focus on sustainable, vegan, and functional food products. The company's portfolio includes multiple sub-brands under True Co. (True Dates confectionery, True Gum plastic-free chewing gum, and True Mints), acquired companies like Delsbo Candle Ab, and the Humble Choice gaming subscription service. The company maintains global distribution and production networks across Europe and North America.

Differentiator

Problem solved

Functional benefit

Products and services

• True Dates Date-based confectionery line with natural ingredients and sustainable sourcing, available in 11 flavors and distributed in North America as part of True Co.'s expansion. Targeted at sustainability- and health-conscious consumers.
• True Gum Europe's first plastic-free chewing gum product line, launched for North American consumers at Natural Products Expo West 2026. Targeted at environmentally conscious consumers seeking plastic-free gum alternatives.
• True Mints Mint confectionery product introduced to North American consumers for the first time at Natural Products Expo West 2026 as part of True Co.'s expansion.
• Humble Choice PC gaming subscription service offering monthly bundles of video games at discounted prices. Users receive games as Steam keys with cancellation available anytime. Targeted at individual PC gamers.

Quantifiable outcome

• 6% organic sales growth achieved in Q4 2025
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Delsbo Candle ABcoreStrategic or Co-development Partner · 30 November 2021Humble Group AB completed the acquisition of Delsbo Candle AB, a Swedish company operating in the food-tech and FMCG sectors. This acquisition strengthened Humble Group's portfolio with focus on sustainable, vegan, and functional food products.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Paulig Group: Finland-based family-owned coffee and food company. Comparable on coffee category overlap and Nordic sustainability positioning.
• Fazer Group: Finland-based family-owned confectionery and bakery group with Nordic and Baltics presence. Comparable on confectionery category and regional footprint, though privately held.
• Scandi Standard AB: Nordic-listed poultry and prepared food company. Comparable as a Nordic-branded protein/food platform targeting health-conscious consumers, though category differs.

Emerging players

• Simply Good Foods: U.S.-listed nutritional food company focused on better-for-you snacking and nutrition. Comparable on functional nutrition positioning and growth profile.

Direct peers

• Orkla ASA: Norwegian-listed branded consumer goods conglomerate with branded food, snacking, and personal care businesses across the Nordics and Baltics. Most directly comparable multi-category Nordic FMCG platform to Humble Group.
• Midsona AB: Swedish-listed health and wellness food company focused on organic, vegan, and functional products. Directly comparable in product positioning (sustainable/functional food) and Nordic footprint.
• Cloetta AB: Swedish-listed pure-play confectionery manufacturer with strong Nordic and selected international positions. Highly comparable given Humble's True Co. confectionery and gum operations.

Broad incumbents

• Hain Celestial Group: U.S.-listed global organic and natural products company with broad snacking and personal care portfolio. Comparable positioning in sustainable/healthy FMCG with international ambitions.
• Premier Foods plc: UK-listed branded food company with grocery and sweet treats categories. Comparable as a multi-brand European FMCG platform with consolidation history.
• Nomad Foods Limited: European-listed frozen food company with broad branded portfolio. Comparable scale and European multi-category FMCG strategy.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/humblegroupab

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Humble Group