Färsking

What Färsking does

Färsking is a Swedish consumer packaged goods company that produces granola and filled oat flakes targeted at health-conscious consumers and younger shoppers. The company operates under the legal entity Evanoff Food AB (reg. SE556894914201) as part of the Evanoff Group, with headquarters in Stockholm, Sweden. It was originally started in 2014 as a student venture (UF-företag) by two 17-year-olds at a Swedish gymnasium and was converted into an aktiebolag in 2018, the same year it achieved nationwide availability in Swedish retail. Färsking sells six granola SKUs (Äpple & Kanel, Kakao & Banan, Naturell, Kakao & Hallon, Blåbär & Jordgubb, and Yoghurt Jordgubb) in 375g packs and three filled oat-flake SKUs (Flingor: Chocolate Brownie, Baked Apple Pie, Strawberry Cheesecake) in 300g packs.

The company's core technology is oven-roasted granola production using oligofruktos — a natural fruit-derived prebiotic fiber — as the binding agent that holds oat clusters together during roasting while delivering on the brand's 'no added sugar, high fiber' positioning. Products are sold through a dual B2C go-to-market model: (i) physical retail across the major Swedish grocery chains (ICA, Coop, Willys, Hemköp, City Gross, Mathem) and (ii) online channels including the pharmacy-led retailers Apotea, Apohem, and Meds.se, plus Foodora Market for quick-commerce.

The business model is straightforward unit-based CPG sales through standard grocery-shelf and e-commerce listings at undisclosed retail price points. Pricing is not publicly disclosed on the company website. The firm has 1–10 employees (including a Head of Operations & Finance), has not raised meaningful external capital (a single funding event associated with Martas Explorers in August 2019), and has received two consecutive 'Årets Bästa Produkt' (Product of the Year) awards in 2019 and 2020. There is no disclosed revenue, no international footprint, and no AI/ML capability.

Name

Färsking

Legal name

Evanoff Food AB

Website

https://farsking.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Färsking is a Swedish consumer packaged goods brand (operated by Evanoff Food AB, part of Evanoff Group) that produces oven-roasted granola and filled oat flakes using oligofruktos as a binding agent, sold through major Swedish grocery chains and online pharmacies.

Ownership category

akta.pro rank

Product category

Healthy Breakfast Cereals

NAICS

Bread and Bakery Product Manufacturing (31181), Cookie and Cracker Manufacturing (311821)

SIC

Bakery Products (2050)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)

Keywords

• Healthy granola cereal
• No added sugar snacks
• High fiber breakfast
• Swedish oat flakes
• Oven roasted granola

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer packaged goods sales: Färsking generates revenue through the sale of granola and cereal flakes to consumers via retail stores and online channels. Products are sold as packaged consumer goods in standard sizes (375g for granola, 300g for flakes).

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Färsking manufactures and sells healthy, oven-roasted granola and filled oat flakes under its own brand in Sweden. Products are formulated without added sugar, are high in fiber, and use oligofruktos (a prebiotic fiber) as a natural binding agent. The company sells packaged consumer goods (375g granola, 300g flakes) through Swedish grocery chains and online pharmacies/e-commerce platforms.

Product overview

Färsking is a Swedish food company that produces healthy granola and flake products targeting young people. The product portfolio consists of two main categories: (1) Granola - super crunchy oven-roasted granola made from carefully selected ingredients, available in 6 flavors (Äpple & Kanel, Kakao & Banan, Naturell, Kakao & Hallon, Blåbär & Jordgubb, and Yoghurt Jordgubb); and (2) Flingor - small super crispy filled oat flake energy packets available in 3 flavors (Chocolate Brownie, Baked Apple Pie, and Strawberry Cheesecake). All products emphasize being sugar-free (no added sugar), high in fiber, and made from good ingredients. The company was founded as a UF (young entrepreneurship) company by two 17-year-olds at high school and has been operating as a corporation since 2018.

Differentiator

Problem solved

Functional benefit

Products and services

• Granola (Äpple & Kanel) Crunchy granola in a classic apple and cinnamon flavor, 375g package. Made with oat flakes, oligofructose, wheat flakes, sunflower oil, linseed, sunflower seeds, dried apple pieces, pumpkin seeds, cinnamon, and salt. Awarded Product of the Year 2019. Targeted at health-conscious Swedish consumers and young people seeking no-added-sugar breakfast options.
• Granola (Kakao & Banan) Crunchy granola combining rich cocoa with sweet banana. Made with oat flakes, whole grain wheat flakes, oligofructose, rye flakes, sunflower oil, oat flour, cocoa powder, carob powder, freeze-dried banana, and roasted coconut flakes. Targeted at health-conscious Swedish consumers seeking flavorful, no-added-sugar breakfast options.
• Granola (Naturell) Crunchy, plain granola designed as a versatile base for toppings. Made with 80% oat flakes, oligofructose, sunflower oil, natural flavor, and salt. High in fiber. Targeted at Swedish consumers seeking a simple, no-added-sugar granola base.
• Granola (Kakao & Hallon) Crunchy granola combining rich cocoa with tart raspberries. Made with oat flakes, oligofructose, rye flakes, sunflower oil, cocoa powder, roasted coconut flakes, carob powder, and freeze-dried raspberries. Awarded Product of the Year 2020. Targeted at health-conscious Swedish consumers seeking no-added-sugar chocolate-flavored breakfast options.
• Granola (Blåbär & Jordgubb) Crunchy granola balancing blueberry freshness and strawberry sweetness with cardamom. Made with oat flakes, oligofructose, wheat flakes, sunflower oil, roasted almonds, coconut, linseed, freeze-dried blueberries, cardamom, and freeze-dried strawberries. Targeted at health-conscious Swedish consumers seeking berry-flavored, no-added-sugar granola.
• Granola (Yoghurt Jordgubb) Granola without added sugar with distinct strawberry flavor and crispy freeze-dried yogurt pieces. Made with oat flakes, oligofructose, whole grain wheat flakes, oat flour, rye flakes, sunflower seeds, linseed, sunflower oil, freeze-dried yogurt pieces, and freeze-dried strawberry. Targeted at health-conscious Swedish consumers seeking yogurt-flavored, no-added-sugar granola.
• Flingor (Chocolate Brownie) Filled oat flakes with chocolate brownie flavor, 300g package. Made with whole grain oat flour, filling with maltitol sweetener, whey powder, cocoa powder, and various emulsifiers. Marketed as 'super crispy energy packets'. Targeted at young Swedish consumers seeking no-added-sugar snack alternatives.
• Flingor (Baked Apple Pie) Filled oat flakes with freshly baked apple pie flavor featuring sweet apples and cinnamon. Made with whole grain oat flour, filling with maltitol sweetener, cinnamon, whey powder, and apple powder. Marketed as 'super crispy energy packets'. Targeted at young Swedish consumers seeking no-added-sugar snack alternatives.
• Flingor (Strawberry Cheesecake) Filled oat flakes with strawberry cheesecake flavor featuring sun-ripened strawberries. Made with whole grain oat flour, filling with maltitol sweetener, whey powder, natural strawberry flavor, and beetroot concentrate for color. Marketed as 'super crispy energy packets'. Targeted at young Swedish consumers seeking no-added-sugar snack alternatives.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Evanoff Food ABcoreOthersFärsking is a brand owned by and part of Evanoff Food AB (Evanoff Group). Evanoff Food AB is the parent company, VAT SE556894914201. The company was founded as a UF-företag (student company) by two 17-year-olds at high school.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• AXA: AXA is a leading Swedish/Nordic cereal and muesli brand owned by Cederroth. It directly competes with Färsking in the breakfast cereal/granola aisle across Swedish grocery chains, targeting a similar health-conscious shopper.

Broad incumbents

• Quaker Oats (PepsiCo): Quaker is a global leader in oats, granola, and breakfast cereals distributed widely in Swedish retailers. It overlaps with Färsking on product type but operates at vastly larger scale across many categories.
• Cascadian Farm (General Mills): Cascadian Farm is an organic cereal and granola brand within General Mills. It overlaps with Färsking on the health-conscious granola positioning but is part of a much broader incumbent portfolio with national distribution.
• Kashi (Kellogg's): Kashi is a better-for-you cereal and granola brand owned by Kellogg's. Like Färsking, it targets health-conscious consumers with whole-grain, high-fiber SKUs but competes as part of a global CPG platform.
• Nature Valley (General Mills): Nature Valley is a major granola snack brand (bars and cereals) from General Mills with broad retail distribution. It competes with Färsking on granola-based snacking occasions and benefits from large-scale trade marketing.

Regional players

• Coop Änglamark: Änglamark is Coop's private-label Swedish health-and-organic brand covering cereals, granola, and pantry staples. It competes directly with Färsking in Coop stores on health-positioned granola at lower price points.
• Paulig (Maya): Paulig is a Nordic food company with a breakfast/muesli portfolio (Maya). It overlaps with Färsking in the regional granola/muesli category and is a relevant Nordic comparable for distribution and brand-building.

Emerging players

• Seven Sundays: Seven Sundays is a US-based muesli/granola brand focused on clean-label, nut-and-seed-forward breakfast products. It is comparable to Färsking as an emerging, premium-positioned player targeting health-conscious millennials and Gen Z consumers.
• MadeGood: MadeGood is a North American granola/snack-bar brand focused on allergen-friendly, school-safe, no-added-sugar products. It is comparable to Färsking in its health-and-youth positioning and use of prebiotic/fiber ingredients.

Others

• Lantmännen: Lantmännen is a Swedish farmer-owned grain cooperative and major oat-ingredient supplier. It is relevant as both a potential grain-input supplier and competitor through its branded breakfast/cereal portfolio in Nordic retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/farsking

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Färsking