Estrella

What Estrella does

Estrella AB is a Swedish snack food manufacturer founded in 1957 (originally in Alingsås, now headquartered in Angered, Göteborg) and operating as a wholly-owned subsidiary of Intersnack Group, Europe's largest snacks company. The company produces a broad salty-snack portfolio from a single integrated facility in Angered, including potato chips (with flagship Sourcream & Onion — Sweden's #1 selling chip variety since 1988), kettle-fried Västkustchips, cheese puffs (Ostbågar), shaped snacks (Peanut Rings, Onion Rings, Stars), popcorn (both pre-popped and Micropopcorn microwave, the latter formulated without palm oil or PFAS), lentil chips (Linschips with 40% less fat), corn chips (Corners / Dirty Snacks), nuts and nut mixes, sweet potato chips, peanut butter, and dip seasoning mixes. Production technology includes deep frying with steam recapture for facility heating, microwave popcorn bagging, extruded and cold-formed snacks, and a green chip sensor system that ejects solanine-risk potatoes from the line; output capacity is anchored by 40 tons of pre-popped popcorn produced monthly.

Estrella operates a product-led, retail-distributed B2C business model, selling through every major Swedish grocery chain (Axfood, Ica, Coop, Bergendahls, City Gross, Hemmakväll), convenience, and online grocery (Matspar.se, Mathem.se, Foodora Market). Revenue is generated through unit-priced one-time retail sales across multiple pack sizes (chips from 40g to 275g), with pricing not publicly disclosed and treated as standard retail. The company drives demand through aggressive product innovation, limited-edition seasonal launches, and event-driven marketing anchored by a 30+ year Official Snack Partnership with the Swedish National Football Teams, plus sponsorships of Gothia Cup, Sweden Rock Festival, and TV4 Idol 2024. Sustainability and community positioning (no palm oil across the portfolio, CarbonCloud climate disclosure, Plastinitiativet 2025 commitment, MatRätt food donations, Städa Sverige cleanups) is central to brand identity under the slogan 'Låt stunderna börja' (Let the moments begin). The company holds FSSC 22000, ISO 14001, ISO 50001, and ISO 45001 certifications, and requires Global G.A.P. or IP Frukt och Grönt certification for all potato growers.

Name

Estrella

Legal name

Estrella AB

Website

https://estrella.se

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

101–250 employees

Short description

Estrella AB is a Swedish snack food manufacturer (founded 1957, Angered, Göteborg) and wholly-owned subsidiary of Intersnack Group, producing potato chips, popcorn, cheese puffs, nuts, and lentil chips for Swedish consumers through major grocery, convenience, and online retail channels, with Sourcream & Onion as Sweden's #1 selling chip since 1988.

Ownership category

akta.pro rank

Product category

Snack Foods

NAICS

Other Snack Food Manufacturing (311919), Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)

akta.pro secondary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Snack food manufacturing
• Potato chips production
• Salty snacks
• Popcorn products
• Swedish snack brand

Headquarters

HQ city

Angered

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, Technology or R&D, Infrastructure

Revenue model

1. Retail Snacks Sales: One-time product sales of snacks (chips, popcorn, nuts, etc.) through retail grocery stores across Sweden. Products sold in various sizes from 40g to 275g for chips. Available through major Swedish retailers including Axfood, Ica, Coop, Bergendahls, City Gross, and Hemmakväll.
2. E-commerce Direct Sales: Direct online sales through Matspar.se and Mathem.se for home delivery of Estrella products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Estrella manufactures and sells a broad portfolio of branded salty snacks in Sweden, including potato chips (sourcream & onion, grillchips, dill, sweet potato chips), kettle-fried Västkustchips, cheese puffs (Ostbågar), shaped snacks (Former rings/cones/hearts/stars), pre-popped popcorn, microwave popcorn (Micropopcorn), seasoned nuts, salted stick snacks (Salta Pinnar), lentil-based Linschips, corn-based Corners, dip seasoning mixes, and peanut butter. Products are sold via Swedish grocery retailers and online delivery platforms in pack sizes ranging from 40g to 275g for chips.

Product overview

Estrella is a Swedish snack food company offering a broad portfolio of salty snacks organized across multiple product families: classic potato Chips (including Sourcream & Onion, Grill, Dill), kettle-fried Västkustchips from Gothenburg, crunchy cheese puffs (Ostbågar), shaped snacks (Former/rings, cones, hearts, stars), ready-to-eat and microwave Popcorn, Dippmix seasoning mixes, flavored Nuts and Nutmixes, Salta Pinnar stick snacks, and Lentil Chips (linschips) as a lower-fat alternative. The portfolio also includes Corners (crispy corn chips), Peanut Butter (Crunchy and Creamy), Sweet Potato Chips, and seasonal/limited edition items. Several products carry vegan options, and the company notably avoids palm oil and PFAS in its products. The brand slogan is 'Låt stunderna börja' (Let the moments begin).

Differentiator

Problem solved

Functional benefit

Brands

• Corners: Crispy corn chips made with real corn, seasoned with extra flavorful spices. Launched as part of the Dirty Snacks concept with maxed toppings.
• Västkustchips
• Micropopcorn

Products and services

• Chips (potato chips) Estrella's classic potato chip range including flavored and plain varieties such as Sourcream & Onion, Grillchips, Dill, and Hot Sweet Chili, sold at sizes from 40g to 275g.
• Ostbågar (cheese puffs) Crunchy cheese puff snacks available in flavors such as Cheddar, Chili Cheese, and Extra Large Cheddar, plus Ostcrunch variants.
• Västkustchips Kettle-fried (gryfriterade) potato chips made in Gothenburg, available in Sourcream & Onion, Sea Salt, Truffle & Sea Salt, and Ranch & Sourcream flavors.
• Former (shaped snacks) Shaped savory snacks including Peanut Rings (Jordnötsringar), Sombreros (salted), Onion Rings, and Hearts in various flavors.
• Pre-popped popcorn (Färdigpoppade Popcorn) Ready-to-eat pre-popped popcorn in Salt and Cheddar flavors, made from a special corn variety for extra-large, fluffy popcorn.
• Micropopcorn (microwave popcorn) Microwave popcorn in Salt and Butter flavors, made without palm oil and without PFAS in the packaging; sold as 3 individual portions per pack.
• Dippmix (dip seasoning mixes) Dip seasoning mixes in Ranch, Tortilla, Roast Paprika with Garlic, and Holiday flavors for preparing dips at home.
• Nötter (nuts and nutmix) Roasted and flavored nuts in Salt Peanuts, Cashews, and Nutmix varieties (Classic, Honey & Salt, Chili, Coconut & Salt, Roasted Corn).
• Salta Pinnar (salted stick snacks) Classic salted stick snacks in a long-standing 175g format, formulated without palm oil.
• Linschips (lentil chips) Lentil-based chips with 40% less fat than regular potato chips and 13% protein, in Sourcream & Onion, Ranch & Sourcream, Garlic Chives & Chili, BBQ, Cheese & Red Onion flavors, plus vegan variants.
• Corners (corn chips) Crispy corn chips made with real corn (not dry corn flour) with extra flavorful seasoning, available in Chili Lime Style, Cheese, and Chili Cheese; topped variants marketed as Dirty Snacks.
• Jordnötssmör (peanut butter — Crunchy & Creamy) Peanut butter with 95% nut content, no palm oil, no added sugar, low salt; available in Crunchy and Creamy textures.
• Sötpotatischips (sweet potato chips) Sweet potato chips in Sea Salt and Sourcream & Onion flavors; vegan, crispy with distinctive texture and color.
• The Leftovers (mini chips from rescued potatoes) Limited-edition mini chips made from rescued small Swedish potatoes (30-40mm) that would otherwise be diverted to the starch industry; concept designed to reduce food waste and launched at Ica and Coop.
• Vegan snacks range Vegan-friendly snacks including Vega Chips, Västkustchips Dill & Gräslök, and Hearts, made without animal ingredients.

Quantifiable outcome

• Sweden's most sold chip variety since 1988
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Svenska Fotbollförbundet (SvFF)coreGTM or Marketing PartnerOfficial Snack Partner to Swedish National Football Teams for over 30 years. Partnership includes support from local youth leagues to national teams. Recently expanded to include inclusive and equal youth football in Angered with Angered IS partnership.
• Gothia CupcoreGTM or Marketing PartnerEstrella is official partner to Gothia Cup - world's largest youth football tournament. Fourth year of partnership. About 1,700 teams from 80 nations participate annually in Gothenburg. Partnership includes supporting a foster team through Gothia Cup Foundation.
• MatRätt (part of Räddningsmissionen)coreStrategic or Co-development PartnerEstrella donates functional food waste (mislabelled products, near-expiry items, damaged packaging) to MatRätt social grocery chain. MatRätt sells these items at low prices to people in economic hardship. In one year, one ton of snacks was donated. MatRätt has 3 stores in Gothenburg with 12,000 member customers.
• TV4 IdolcoreGTM or Marketing PartnerMain sponsor of Idol 2024 (20th anniversary season). Includes open auditions, behind-the-scenes content, product giveaways, and contest opportunities. Partnership spans marketing across TV and social media channels.
• Städa SverigeminorStrategic or Co-development Partner'Klubbar för Klimatet' environmental initiative. Youth sports clubs in Angered and Bergsjön clean up nature areas and receive compensation for their clubs. Over 4 years, approximately 11.6 tons of trash cleaned. Estrella provides funding and participation.
• Göteborg Hockey ClubminorGTM or Marketing PartnerLong-term sponsor of Göteborg Hockey Club's women's team. Also supports youth hockey school in Angered, making it free for children to participate. Includes Para Ice Hockey in the club's operations.
• Halmstad HammersminorGTM or Marketing PartnerLocal hockey partnership in Halland, where Estrella has potato storage in Kistinge and several potato growers.
• Ronald McDonald Hus GöteborgminorStrategic or Co-development PartnerRonald McDonald House provides accommodation for families of seriously ill children being treated at hospital. Estrella donates snacks to make weekends a bit more enjoyable for children and their families.
• Insamlingsstiftelsen för Drottning Silvias BarnsjukhusminorStrategic or Co-development PartnerCollection foundation for Queen Silvia's Children's Hospital. Estrella contributes products to bring joy to children and families struggling with their daily lives at Sweden's largest children's hospital.
• Angered ISminorStrategic or Co-development PartnerNew partnership expanding on existing SvFF collaboration. Initiative aims to create inclusive and equal football environment in Angered, with special focus on girls' football and female leadership in sports.
• Honest Cashew InitiativeminorStrategic or Co-development PartnerInitiative ensuring good working conditions and fair terms for people and environment along the cashew supply chain. Estrella is part of this initiative where farmers receive better yields and income, employees get better work environment, and consumers get better quality.
• FoodoraminorGTM or Marketing PartnerPartnership for promotional contests and product launches. Sweet potato chips pre-launched on Foodora Market.
• Bastard BurgersminorGTM or Marketing Partner'Chips Happens' contest partnership with Bastard Burgers restaurant chain. Competition with gift cards to Bastard Burgers restaurants as prizes.
• Angeredsgymnasiet (Angered High School)minorStrategic or Co-development PartnerSince 2013, Estrella has partnered with Angered High School's economics program as a mentor company ('mentorföretag'), providing work experience and career pathways.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OLW: Swedish salty-snack brand owned by PepsiCo, manufacturing chips, cheese puffs and nuts in Sweden. Direct head-to-head competitor on the same Swedish grocery shelves as Estrella.
• Santa Maria: Swedish-founded food brand (now under Orkla Foods) selling snacks, tortillas and seasonings in the Nordics. Comparable Swedish heritage CPG operating in overlapping retail and product categories.
• Taffel: Estonian/Baltic salty-snack brand owned by Orkla. Closest Nordic/regional analog to Estrella — same chip-and-snack portfolio sold under a strong national brand.
• KiMs: Danish salty-snack brand (Orkla) selling chips, popcorn and nuts across Scandinavia. Competes in overlapping Nordics channels and uses similar product-led, locally-bred brand positioning.
• Maarud: Norwegian snack brand owned by Orkla, with chips, popcorn and nut ranges. Comparable Nordic country-brand model to Estrella, targeting the home market with a similar salty-snack portfolio.
• Lorenz Snack-World: German pan-European salty-snack manufacturer (Crunchips, Pom-Bär, etc.). Direct Intersnack competitor with similar multi-country brand portfolio and overlapping product categories.

Broad incumbents

• Frito-Lay (PepsiCo): Global snacks incumbent operating Lay's, Doritos and Cheetos across Europe including Sweden. Competes for the same shelf and consumer occasions but with vastly larger marketing and R&D budgets.
• Pringles (Kellanova): Global branded crisp/snack product sold across European grocery. Overlaps with Estrella's chips category as a competing shelf-stable, single-serve snack brand.
• Walkers (PepsiCo): UK heritage potato chip brand within PepsiCo's European snacks portfolio. Comparable long-standing national chip brand model, with similar flavor and format extensions.

Emerging players

• Tyrrells: UK premium hand-cooked crisp brand (now Amplify Snack Brands / Hershey). Comparable premium-positioned kettle/fried chip proposition overlapping with Estrella's Västkustchips range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/estrellasverige
• TikToktiktok.com/@estrellasverige

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 Estrella