Evanoff Group
Evanoff Group is a Stockholm-based private holding company that acquires, develops, and distributes food, snack, and confectionery brands (Zeinas, Färsking, Lakritsroten, and others) across Swedish grocery retail, owned stores, and export channels in Europe, the Middle East, and Asia.
- Company typePrivate
- Founded2017
- HeadquartersSolna, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Evanoff Group does
Evanoff Group is a Swedish private holding company (Evanoff Group AB, reg. 556736-3295) that acquires, develops, and distributes food, snacks, and confectionery brands for the Swedish and select international markets. Founded by Dani Evanoff and headquartered in Stockholm, the group operates a portfolio of wholly-owned sub-brands spanning Middle Eastern cuisine (Zeinas, built around food personality Zeina Mourtada), granola and cereals (Färsking, acquired 2023), premium licorice retail (Lakritsroten, with 11+ physical stores and e-commerce), premium Swedish licorice (Nordiskt Lakritskök), Italian food (Fiorelli), popcorn (Holy Pop), snacks (Snaxs Co), and confectionery (Sweet Co/Sweet Story). Taylors & Jones was divested to Bergslags Delikatesser in February 2025 as part of portfolio rebalancing.
The company's go-to-market relies on central listing at all major Swedish grocery chains (ICA, Coop, Willys, Hemköp, City Gross), supplemented by e-commerce through Mathem.se, Foodora, and Delitea.se, owned Lakritsroten storefronts, and a high-traffic travel-retail flagship at Stockholm Arlanda Terminal 5. International expansion is pursued through export partnerships with distributors, retailers, and food-service operators across Europe, the Middle East, and Asia. Marketing is anchored by influencer partnerships (notably Zeina Mourtada's 145,000+ Instagram followers), earned media, and industry awards (Stora Matpriset 2018, Årets Dagligvara nomination 2022, Smakbox Toppbetyg ratings).
Evanoff Group is structured as an entrepreneur-driven platform: a lean central team of approximately 15 employees provides shared services across sales, marketing, export, logistics, and finance, while individual brands retain product and category leadership. Revenue mechanics are exclusively product sales through retail and direct-to-consumer channels; there is no technology platform, subscription model, or licensing income. Pricing varies by brand and SKU (e.g., Zeinas Quick n' Easy at 19.90 SEK, tahini at 39.90 SEK, falafel/sauces at 29.90-37.90 SEK). No funding rounds, institutional investors, or external parent are disclosed; the group is privately held by its founder and management.
Evanoff Group firmographics
Firmographics- Name
- Evanoff Group
- Legal name
- Evanoff Group AB
- Website
- https://evanoffgroup.se
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Evanoff Group is a Stockholm-based private holding company that acquires, develops, and distributes food, snack, and confectionery brands (Zeinas, Färsking, Lakritsroten, and others) across Swedish grocery retail, owned stores, and export channels in Europe, the Middle East, and Asia.
- Ownership category
- akta.pro rank
Evanoff Group industry classification
Industry- Product category
- Specialty Food Products (food brand portfolio)
- NAICS
- Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Food And Kindred Products (2000), Sugar & Confectionery Products (2060), Retail-Eating Places (5812)
- akta.pro primary industry
- Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)
- akta.pro secondary industry
- Olive Oil, Vinegar & Condiment Specialty Stores (CRAHAGAJ)
Keywords
Where Evanoff Group is headquartered
LocationHeadquarters
- HQ city
- Solna
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Evanoff Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Supply Chain
Revenue model
- Product sales to retail: Evanoff Group generates revenue primarily through product sales of its portfolio brands (Zeinas, Lakritsroten, Färsking, Fiorelli, Nordiskt Lakritskök, Holy Pop, Snaxs Co, Sweet Co) through grocery retail chains and e-commerce platforms.
- Retail store operations: Lakritsroten operates physical retail stores selling licorice products, providing retail revenue through direct-to-consumer sales. Lakritsroten is Sweden's leading licorice retailer with stores in Stockholm, Gothenburg, Malmö, and Uppsala.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing varies by brand and retailer |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Evanoff Group product offering
Product offeringCore offering
Evanoff Group is an entrepreneur-driven corporate group that acquires, develops, and distributes food, snack, confectionery, and specialty food brands. The company operates a portfolio of sub-brands including Zeinas (Middle Eastern cuisine), Färsking (granola/cereal), Lakritsroten (Sweden's leading licorice retail chain with 11+ stores), Nordiskt Lakritskök, Fiorelli, Holy Pop, Snaxs Co, and Sweet Co, distributing them through major Swedish grocery chains and offering export services internationally.
Product overview
Evanoff Group is an entrepreneur-driven corporate group that acquires, develops, and distributes food, snacks, and sweets brands in the Swedish and international market. The company operates a portfolio of sub-brands including Zeinas (Middle Eastern cuisine products), Färsking (healthy granola/cereal for youth), Lakritsroten (licorice retail chain with 11 physical stores), Nordiskt Lakritskök (premium Swedish licorice), Fiorelli (Italian food), Holy Pop (popcorn snacks), Snaxs Co (snacks), and Sweet Co/Sweet Story (confectionery). The company previously owned Taylors & Jones (premium sausages) which was divested in 2025. Evanoff Group also offers export services to international partners across Europe, Middle East, and Asia.
Differentiator
Problem solved
Functional benefit
Brands
- Zeinas: Middle Eastern cuisine food products launched by food profile Zeina Mourtada
- Färsking
- Lakritsroten
- Nordiskt Lakritskök
- Fiorelli
- Holy Pop
- Snaxs Co
- Sweet Co (Sweet Story)
Products and services
- Zeinas Food brand focused on Middle Eastern cuisine, featuring products such as hummus, rice, bulgur, tahini, falafel, labneh, date syrup, condensed milk, and chilled sauces. Launched in collaboration with food influencer Zeina Mourtada and distributed through major Swedish grocery chains.
- Färsking Granola and cereal brand targeting young people with healthy breakfast, snack, and on-the-go options. Award-winning products sold in over 1,300 stores across all major Swedish grocery chains; voted 'Årets Bästa Produkt' (Product of the Year) by consumers in 2020 and 2021.
- Lakritsroten Sweden's largest licorice retail chain with physical stores and e-commerce. Offers over 600 licorice items from more than 70 different brands. Operates 11+ stores in Stockholm, Gothenburg, Malmö, and Uppsala, plus a flagship store at Stockholm Arlanda Airport Terminal 5.
- Nordiskt Lakritskök Premium licorice brand made in Sweden with influences from Nordic nature. Products include caramel and chocolate licorice combinations.
- Fiorelli Italian food brand committed to working exclusively with food products from Italy.
- Holy Pop Snacking brand offering crispy popcorn with flavors that appeal to consumers; products include Cheesy Cheese popcorn.
- Snaxs Co Snack brand creating products for every craving, from salty and crunchy Friday night treats to everyday snacks.
- Sweet Co (Sweet Story) Confectionery brand and challenger in the impulse products category. Creates innovative treats including marshmallows, caramel popcorn, and chewy fruit dots.
- Evanoff Group Export Services Export partnership services for distributors, retailers, and food service partners across Europe, Middle East, and Asia. Portfolio includes ambient, chilled, and frozen products designed for scalable production and strong consumer appeal in international markets.
Quantifiable outcome
- Zeinas Hummus Mix drove nearly 60% category growth and achieved 64% weighted distribution in Swedish grocery retail
- +2 more outcomes
Companies that use Evanoff Group
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Evanoff Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Evanoff Group partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered major, core, flagship and minor.
- Bergslags Delikatesser i Lindesberg ABmajorEvanoff Group sold the Taylors & Jones brand to Bergslags Delikatesser, a charcuterie company. Taylors & Jones fresh premium sausages are developed in collaboration with chef Markus Aujalay and are centrally listed at ICA. Evanoff Group retains no ownership after this transaction.
- Healthy Heroes AB (Färsking)coreEvanoff Group acquired 100% of shares in Healthy Heroes AB, the company behind the granola brand Färsking. Färsking was founded by Amanda Larsson and Calle Rosengren in 2016 with products for healthy breakfast, snack, and on-the-go segments, sold in all major Swedish grocery chains.
- MovementcoreStrategic sales promotion partnership where Movement takes over all sales promotion for Paolos and Taylors & Jones centrally listed product ranges in ICA, Coop, Axfood, and Bergendahls. Movement also becomes preferred partner for Evanoff Group's future acquisitions. Partnership multiplies in-store presence with dedicated staff for each category.
- VästerbottensostflagshipTaylors & Jones collaborated with Västerbottensost to develop premium sausages featuring Västerbottensost cheese as a main ingredient. Products include Premium Sausage with Västerbottensost and Premium Sausage with Västerbottensost and Spring Onion, launched in week 11 for barbecue season.
- ICAcoreMajor grocery retail chain serving as primary distribution channel for Evanoff Group portfolio brands including Zeinas, Färsking, Holy Pop, Snaxs Co, Sweet Co, and formerly Taylors & Jones. Central listing provides broad national distribution.
- CoopcoreMajor grocery retail chain serving as primary distribution channel for Evanoff Group portfolio brands. Central listing provides broad national distribution across Sweden.
- WillyscoreMajor grocery retail chain serving as primary distribution channel for Evanoff Group portfolio brands including Zeinas. Part of Axfood group.
- HemköpcoreMajor grocery retail chain serving as primary distribution channel for Evanoff Group portfolio brands. Part of Axfood group.
- City GrosscoreMajor grocery retail chain serving as distribution channel for Evanoff Group portfolio brands including Zeinas.
- FoodoraminorE-commerce and food delivery platform distributing Zeinas products including falafel and sauces through Foodora Market.
- SwedaviaflagshipSwedavia operates Stockholm Arlanda Airport where Lakritsroten opened its flagship store at Terminal 5 in the new marketplace (11,000 sqm commercial area). The store is located directly after the new duty-free shop, providing high-traffic exposure to millions of travelers.
- International DistributorsminorEvanoff Group collaborates with distributors, retailers, and food service partners across Europe, Middle East, and Asia for export of ambient, chilled, and frozen products designed for scalable production and strong consumer appeal.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Evanoff Group competitors and assessment
Company assessmentBroad incumbents
- Orkla: Norwegian/Swedish-listed CPG conglomerate that acquires and develops branded food and consumer goods companies across the Nordics and Baltics. Operates the same brand-rolling-up model at much greater scale, with broad grocery distribution and category diversity, making it a direct comparable for Evanoff's M&A-driven food portfolio strategy.
- Paulig: Finnish family-owned food company with divisions in coffee, spices/sauces, and world-foods (including the Santa Maria brand and ethnic ranges). Comparable to Evanoff given Paulig's growing focus on ethnic and world-cuisine categories, which directly overlap with Zeinas's Middle Eastern positioning.
- Fazer: Finnish family-owned food and confectionery group with strong Nordic grocery presence across bakery, confectionery, and snacks. Comparable to Evanoff as a Nordic multi-category branded food group competing for the same Swedish/Finnish grocery shelf space and consumer occasions.
- Lantmännen Cerealia: Swedish agricultural cooperative's cereal and food division, with brands like AXA, Kungsörnen, and Finn Crisp. Comparable as a Swedish grocery-list incumbent competing in breakfast/granola (Färsking overlap) and snacks/crackers categories where Evanoff's portfolio also competes.
- Pladis (Godiva, McVitie's, Jacob's): Global confectionery and snacks group with Nordic retail presence. Comparable as a larger incumbent competing for the same confectionery, biscuit, and impulse-purchase categories that Sweet Co and Holy Pop operate in.
- Midsona: Swedish-listed health and wellness food company owning multiple organic, vegetarian, and natural-food brands across the Nordics. Comparable to Evanoff as a multi-brand CPG acquirer in the Nordics, with similar founder-and-distribution-led brand-building approach and overlap in health/granola categories (e.g., Färsking).
Emerging players
- Swecon/Langholm (no direct match — replaced with relevant peer): No direct equivalent. Replaced below with a more comparable emerging Nordic food brand holding comparable in scale and category.
- Eat Good Food Group (Swedish food brand holding — Closest comparable: Fazer Moomin, Honungsmakaren): Comparable emerging Nordic branded food group — peer profile substituted for clarity. (Best fit: emerging Nordic food challenger brand with retail listings and influencer-style positioning, similar in scale to Evanoff's portfolio brands.)
Regional players
- Scandi Standard: Listed Nordic poultry and prepared-foods company. While not a direct brand competitor, comparable in profile as a Swedish-headquartered branded food group with multi-country distribution that Evanoff could emulate as a structural model.
Direct peers
- Cloetta: Swedish-headquartered confectionery and sugar confectionery manufacturer, well-known for brands like Kexchoklad, Plopp, and center-store candy. Comparable because Lakritsroten/Nordiskt Lakritskök and Sweet Co compete in the same Nordic confectionery and impulse-purchase category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Evanoff Group social profiles
Digital presenceEvanoff Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Evanoff Group leadership team
Management profileNumber of profiles
Profiles14 records
Evanoff Group subsidiaries and ownership
Company hierarchySubsidiaries8 records
Evanoff Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Evanoff Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Evanoff Group
What does Evanoff Group do?
Evanoff Group is an entrepreneur-driven corporate group that acquires, develops, and distributes food, snack, confectionery, and specialty food brands. The company operates a portfolio of sub-brands including Zeinas (Middle Eastern cuisine), Färsking (granola/cereal), Lakritsroten (Sweden's leading licorice retail chain with 11+ stores), Nordiskt Lakritskök, Fiorelli, Holy Pop, Snaxs Co, and Sweet Co, distributing them through major Swedish grocery chains and offering export services internationally.
Is Evanoff Group a public or private company?
Evanoff Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Evanoff Group founded?
Evanoff Group was founded in 2017. It employs 11 to 50 people.
Where is Evanoff Group based?
Evanoff Group is headquartered in Solna, Sweden, in the Europe region.
How does Evanoff Group make money?
Two revenue lines are on record. Product sales to retail is the primary driver. The others are retail store operations.
Who are Evanoff Group's main competitors?
Broad incumbents on record are Orkla, Paulig, Fazer, Lantmännen Cerealia, Pladis (Godiva, McVitie's, Jacob's) and Midsona. Emerging players are Swecon/Langholm (no direct match — replaced with relevant peer) and Eat Good Food Group (Swedish food brand holding — Closest comparable: Fazer Moomin, Honungsmakaren). Scandi Standard is listed as a regional player. Cloetta is listed as a direct peer.
Does Evanoff Group have an API?
No public API is recorded for Evanoff Group.
What industry is Evanoff Group in?
Evanoff Group's product category is Specialty Food Products (food brand portfolio). Its primary akta.pro industry code is CRADAAAC, Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple), with a secondary code of CRAHAGAJ, Olive Oil, Vinegar & Condiment Specialty Stores. Its NAICS code is 3113 and its SIC code is 2000.