Pastillfabriken Gefle AB

What Pastillfabriken Gefle AB does

Pastillfabriken Gefle AB is a Swedish confectionery company founded in 2014 in Gävle, Sweden, that manufactures and sells sugar-free, gluten-free, and vegan licorice and pastilles. The company self-identifies as Sweden's leading producer of sugar-free candy and operates multiple sub-brands including Supersalta Sugisar (salt licorice lozenges), FINlakrits (premium salt licorice), Bronzol (traditional licorice), Love Breath (vitamin-enriched soft hearts), SuperSura Sugisar (extremely sour licorice), and Syrliga Fruktisar (sour fruit hearts launched in 2024). Core production technology centers on natural sweeteners (Stevia and Maltitol) and Gummi Arabicum as a texture and flavor carrier, with no artificial additives.

The business operates a primarily direct-to-consumer e-commerce model through its own storefront on the Quickbutik platform, accepting Visa, Mastercard, Klarna, Payson, Swish, and PayPal, with SEK pricing, 12% VAT inclusive, and free shipping over 249 SEK. A secondary B2B motion includes a reseller program, product catalog, and custom tin-box design service for corporate gifting and private-label-style orders. The company markets through Facebook, Instagram, an email newsletter, its own website content, and earned media including a Scan Magazine Made in Sweden feature. All sales are domestic to Sweden. The only disclosed funding is a $448,429 round from Almi Invest in April 2020; the company remains privately held under Swedish AB (Aktiebolag) structure with no subsidiaries.

Name

Pastillfabriken Gefle AB

Legal name

Pastillfabriken Gefle AB

Website

https://pastillfabriken.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Pastillfabriken Gefle AB is a Swedish confectionery company founded in 2014 in Gävle that produces and sells sugar-free, gluten-free, and vegan licorice and pastilles direct-to-consumer online and via B2B reseller and corporate gifting channels, serving health-conscious Swedish consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Gävle

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer sales of sugar-free licorice products through their website including various brands like Supersalta Sugisar, FINlakrits, Bronzol, and Love Breath.
2. B2B Wholesale and Reseller: Wholesale and reseller programs for corporate customers, including product catalogs and personalized packaging solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pastillfabriken Gefle AB manufactures and sells sugar-free, gluten-free, and vegan pastilles and premium liquorice under multiple sub-brands including Supersalta Sugisar, FINlakrits, Bronzol, and Love Breath. The company sells directly to consumers via its e-commerce website and offers B2B wholesale, reseller, and custom-packaging services for corporate customers. Products are sweetened with natural alternatives (Stevia and Maltitol) and use Gummi Arabicum for smooth texture.

Product overview

Pastillfabriken is a Swedish confectionery company from Gävle founded in 2014, positioning itself as Sweden's leading producer of sugar-free candy. The product portfolio centers on licorice/liquorice confectionery with three main sub-brands: Supersalta Sugisar (supersalt licorice lozenges), FINlakrits (premium salt licorice), and Bronzol (traditional licorice). The company also produces complementary product lines including Syrliga Fruktisar (sour fruit candies) and Love Breath (soft vitamin-enriched hearts), along with Supersura Sugisar (extremely sour licorice). Products are available in various packaging formats including tins (Lakritsdosor), bags (Lakritspåsar), and decorative boxes (Plåtaskar, Motivaskar), with bulk packs (Storpack) and gift sets (Gåvor & Kit) for retail. The company offers corporate services for custom-designed packaging and personal packaging solutions. All products are sugar-free, gluten-free, and vegan, using natural sweeteners (Stevia and Maltitol) and Gummi Arabicum. The e-commerce platform is powered by Quickbutik.

Differentiator

Problem solved

Functional benefit

Brands

• Supersalta Sugisar: Healthy licorice that melts on the tongue. Available in Supersalt or Rimlig Hetta (moderate heat) varieties.
• FINlakrits
• Bronzol
• Love Breath
• SuperSura Sugisar

Products and services

• Supersalta Sugisar Healthy licorice lozenges that melt on the tongue, available in Supersalt or Rimlig Hetta (Moderate Heat) varieties. Sugar-free, gluten-free, and vegan. Targeted at consumers seeking quality sugar-free confectionery.
• FINlakrits Premium salt licorice with a distinctive, secure taste that melts on the tongue. Made with quality ingredients including Gummi Arabicum, sweetened with Stevia and Maltitol. Sugar-free, gluten-free, and vegan.
• Bronzol Beloved licorice favorite in a new form, marketed under the Pastillfabriken brand. Traditional licorice product.
• Syrliga Fruktisar Soft fruit hearts filled with fruity, tropical flavors that produce a delightfully tingling sensation in the cheeks. New product line launched May 7, 2024, as a new branch in the dose family.
• Love Breath Soft hearts that melt on the tongue and deliver an intense, refreshing taste and scent experience. Made with natural sweeteners, enriched with vitamins, and using tropical and summery fruit flavors. Sugar-free.
• Supersura Sugisar Extremely sour licorice candy for those who enjoy an intensely sour sensation. Available in Green Apple or Passionfruit Lime flavors. Sugar-free, gluten-free, and vegan.
• Gåvor & Kit (Gifts & Kits) Pre-packaged themed gift sets including Salt & Skarp, Söt som Hallon, Syrlig med Stil, and Het som Chili collections. Designed for gifting occasions.
• Custom Design Service (Designa din egen plåtask) Corporate service allowing businesses to design custom decorative tin boxes with personalized branding for bulk orders and corporate gifting. B2B offering for companies seeking branded confectionery packaging.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pandy: Swedish confectionery brand specializing in marshmallows and pastilles. Comparable as a Swedish premium confectionery brand targeting similar gifting and indulgence occasions.
• Cloetta AB: Swedish-listed confectionery manufacturer with iconic brands (Kexchoklad, Plopp, Ahlgrens bilar). Directly comparable as a Swedish-origin confectionery producer serving similar consumer occasions through retail and DTC channels.
• Fazer: Nordic confectionery and bakery group with strong Swedish/Finnish heritage (Fazer Lakrits, Karl Fazer). Comparable as a Nordic premium confectionery brand competing in similar flavor profiles including salt liquorice.
• Malaco AB: Swedish-based confectionery maker producing liquorice and pastilles (Malaco, Bubs). Directly comparable as a Swedish-origin competitor in the liquorice/pastille category with overlapping retail distribution.
• Candy People: Swedish confectionery company producing sugar-free and traditional pastilles, including the Tablettina brand. Comparable as a Sweden-based sugar-free pastille maker with similar products, pricing, and channels.
• Lakrisbyn: Swedish artisan liquorice producer. Comparable as a Sweden-based specialty liquorice brand targeting similar premium, ingredient-conscious consumers through DTC channels.

Broad incumbents

• Haribo: Global confectionery giant with sugar-free ranges (Haribo Sugar-Free). Comparable as a broad incumbent expanding into the same sugar-free confectionery whitespace, but at vastly greater scale and shelf presence.
• Mondelēz International: Global snacking giant with confectionery portfolio (Cadbury, Toblerone) and emerging better-for-you offerings. Comparable as a broad incumbent shaping the sugar-free and portion-controlled confectionery category.
• Perfetti Van Melle: Global sugar confectionery manufacturer (Mentos, Chupa Chups, Frisk). Comparable as a broad incumbent in sugar/sugar-free pastilles and confections with established retail and DTC distribution.
• Nestlé: World's largest food and beverage company with sugar-free confectionery lines (e.g., Aero Dark, KitKat variants). Comparable as a broad incumbent pushing health-positioned confectionery into the same consumer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/brandofgefle
• Instagraminstagram.com/pastillfabriken

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Pastillfabriken Gefle AB