Sundlings

What Sundlings does

Sundlings is a Swedish family-owned popcorn and snacks producer and total-solution supplier, headquartered and manufactured in Lidköping since 1990. The company kettle-pops all popcorn in 100% purified coconut oil using two proprietary corn varieties (Butterfly and Mushroom), produces snacks fried in 100% sunflower oil, and operates FSSC 22000 food safety and ISO 14001 environmental management certified manufacturing. Its product portfolio spans popcorn, snacks, popcorn seasonings, cotton candy, packaging/cups, and a full equipment line sourced from C. Cretors & Company (popcorn machines, heating cabinets, cotton candy machines, oil pumps, filters), making it a single-source supplier for cinema and arena concession operations.

Sundlings serves five primary customer segments: cinemas and movie theaters (anchor relationship with Svenska Bio since 1990), sports arenas and event venues (anchor with Got Event covering Ullevi, Scandinavium, and Gamla Ullevi in Gothenburg), HoReCa (distributed via Dagab, Menigo, Martin & Servera, Tingstad, and Swedish Cater), grocery retail (consumer packs listed with ICA Gruppen, Axfood, and Coop Sverige in Sweden, plus Meny, Spar, and ASKO in Norway and K-Citymarket, K-Supermarket, K-Market, and SOK in Finland), and direct-to-consumer e-commerce via sundlings.se. Revenue mechanics combine B2B ingredient and equipment supply, wholesale distribution, consumer packaged goods retail, and direct online sales; B2B pricing is handled via direct contact and multi-year contracts, while consumer pricing carries 12% Swedish VAT on food and 25% on other products with a flat SEK 85 shipping fee.

The company remains family-controlled following a generational leadership transition from founder Per Sundling to CEO Emma Sundling Bustad, with Joakim Gannholt serving as Vice CEO and CFO. Sundlings was named a DI Gazelle company by Dagens Industri in 2024, operates active social media across TikTok, Instagram, Facebook, LinkedIn, and YouTube, and has invested in a structured sustainability program with GHG Protocol climate mapping.

Name

Sundlings

Legal name

Sundlings Sverige AB

Website

https://sundlings.se

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Sundlings is a Swedish family-owned popcorn and snacks producer founded in 1990 in Lidköping, supplying cinemas, arenas, HoReCa, and grocery retail across the Nordics. It operates in-house kettle-popping in 100% coconut oil with proprietary corn varieties, delivering over 50 million liters of popcorn annually as the leading Nordic supplier.

Ownership category

akta.pro rank

Product category

Popcorn and Snack Foods Manufacturing

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Popcorn Manufacturing (AFAKAIAC)

akta.pro secondary industry

Popcorn & Puffed Snacks (CRADABAH)

Keywords

• Popcorn manufacturing
• Snack foods supplier
• Cinema concession supplies
• Professional popcorn equipment
• Kettle-popped snacks

Headquarters

HQ city

Lidköping

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B popcorn and snacks supply: Sundlings supplies popcorn, snacks, cotton candy, seasonings, and related ingredients (corn, oil, salt) as well as equipment (popcorn machines, heating cabinets, cups, cleaning products) to cinemas, arenas, sports venues, and event organizers. This is the company's primary and historical revenue stream, built over 30+ years as the leading Nordic supplier.
2. B2C consumer packaged goods: Sundlings sells popcorn, snacks, cotton candy, and seasonings directly to consumers via its own e-commerce storefront, with products also stocked in grocery retail chains (ICA, Axfood, Coop) in Sweden, Norway, and Finland. Consumer packs are now a growing channel following the company's expansion into dagligvaruhandel (grocery retail).
3. Equipment and machinery supply: Sundlings resells and supplies professional popcorn machines, heating cabinets, cups, cotton candy machines, and cleaning/auxiliary products from C. Cretors & Company, along with Sundlings-branded packaging and accessories to B2B customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Sundlings manufactures and supplies premium popcorn, snacks, cotton candy, seasonings, and associated professional equipment (popcorn machines, heating cabinets, cotton candy machines) from its own factory in Lidköping, Sweden. All popcorn is kettle-popped in 100% purified coconut oil using Butterfly and Mushroom corn varieties, and the company supplies cinemas, sports arenas, event venues, HoReCa operators, grocery retailers, and direct consumers across the Nordic region.

Product overview

Sundlings is a Nordic popcorn and snacks company operating as a total supplier with five core product categories: Popcorn (butter, salted, cheddar, truffle, chili cheese flavors), Snacks (bacon, sourcream, spicy sourcream), Popcorn Seasoning (butter, cheddar, sourcream, truffle, chili cheese), Cotton Candy (strawberry blueberry, sour apple flavors), and Cups (various sizes for popcorn and snacks). Beyond food products, Sundlings provides professional equipment from C. Cretors & Company including popcorn machines (Double Diplomat, Double Giant, Giant Pedistal, Mach 5, T3000 series, Gold Rush), heating cabinets (A90, A6, Bulk models), cotton candy machines (Ringmaster Lite, Ringmaster Seven), oil pumps, oil filters, and accessories such as cleaning aids and child seats for cinemas. The company operates from its factory in Lidköping, Sweden, supplying cinemas, arenas, events, and retail stores across Sweden, Norway, and Finland.

Differentiator

Problem solved

Functional benefit

Products and services

• Popcorn Gourmet popcorn kettle-popped in Lidköping using 100% coconut oil and carefully selected corn, available in Salted, Butter, Cheddar, Truffle, and Chili Cheese flavors. Sold in bulk for professional use and in consumer packaging for retail, supplying cinemas, arenas, HoReCa, grocery retail, and direct consumers.
• Snacks Crispy snacks made from wheat, potato, corn, or rice starch, fried in 100% sunflower oil. Available in Bacon, Sourcream, and Spicy Sourcream flavors for cinema, arena, HoReCa, and retail channels.
• Popcorn Seasoning Seasonings for flavoring popcorn, snacks, dips, chips, and food. Available in Butter, Cheddar, Sourcream, Truffle, and Chili Cheese varieties, supplied to B2B and B2C customers.
• Cotton Candy Cotton candy made from sugar free from AZO dyes, served in jars with lids for easy sealing and handling. Available in Strawberry Blueberry and Sour Apple flavors for cinemas, arenas, and events.
• Cups Popcorn and snack cups in various sizes (1.4L, 2.9L, 5.2L) for standard serving and promotional use. Includes movie-themed cups and customized options, Swedish-made and flat-packed for efficient storage.
• Popcorn Machines (C. Cretors & Company) Professional popcorn machines including Double Diplomat, Double Giant, Giant Pedistal, Mach 5, T3000 Plus, T3000 Classic, Gold Rush, and antique models, with capacities from 90L to 1500L, for cinema, arena, and HoReCa customers.
• Heating Cabinets Warming cabinets to keep popcorn and snacks warm, visible, and ready to serve. Models include A90 (200-230L), A6 (110L), Bulk heating cabinet (80L), Alto, and shop snack warmers, equipped with LED lighting and circulating hot air.
• Cotton Candy Machines Professional cotton candy machines from C. Cretors & Company. Ringmaster Lite (3-5 kg/h) and Ringmaster Seven (7-9 kg/h) models with stainless steel heads, easy cleaning, and stable operation.
• Oil Pumps and Filters Equipment for oil management including APOP5 and APOP10 oil filters for popcorn machines, oil pumps for Bag in Box and drums, and heating rods for oil drums.
• Cleaning Aids Cleaning products and aids for popcorn machines and professional food environments, including heat-resistant gloves, scoops, Kay No Scratch Pad, Kay Carpet Cleaner, Kay DrySan Oxy Wipes, Kay Multisurface Cleaner, and Kay Popper Cleaner.
• Child Seats Child seats designed for cinemas, theaters, and conference facilities. Available in Grey (Art.nr: 5008) and Red (Art.nr: 5009), with optional carriage.
• Kettle Corn Cinnamon Popcorn Limited edition seasonal popcorn flavor — pot-popped popcorn with sugar and cinnamon, released as part of the Sundlings Christmas edition product line.
• Truffle Popcorn Limited edition popcorn flavor — pot-popped popcorn with black truffle flavor — released as a premium addition to the Sundlings popcorn lineup.

Quantifiable outcome

• Over 50,000,000 liters of popcorn delivered annually — the leading supplier in the Nordic region
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Svenska BiocoreStrategic or Co-development Partner · 1 January 2026Sundlings and Svenska Bio have maintained a partnership since 1990, when founder Per Sundling wrote to Peter Fornstam to propose a collaboration. The partnership has shaped the cinema experience for generations of Swedish cinemagoers. Sundlings supplies popcorn and snacks to Svenska Bio's cinemas across Sweden, developing new flavors and product ranges together. The partnership was renewed in 2026 for the next chapter.
• Got Event (Gothenburg arenas)coreStrategic or Co-development Partner · 1 January 2026Sundlings has supplied popcorn and snacks to Gothenburg's iconic arenas — Ullevi, Scandinavium, and Gamla Ullevi — for over 20 years. A new partnership agreement (2026) deepens the collaboration with the ambition to develop the overall visitor experience with more activations and flavor experiences at football, concert, and sports events in Gothenburg. Got Event called Sundlings 'an appreciated supplier for a long time.'
• NextStorecoreChannel Partner/ Reseller/ DistributorNextStore is the sales team representing Sundlings for new retail store development, particularly for expanding the popcorn category in grocery retail. The Sundlings website directs prospective retail partners to contact NextStore for category development support.
• Dagab (Inköp & Logistik)coreChannel Partner/ Reseller/ DistributorDagab is a major Swedish food service wholesaler and part of the Axfood group. Through Dagab, Sundlings products reach restaurants, catering companies, and other HoReCa operators across Sweden.
• MenigocoreChannel Partner/ Reseller/ DistributorMenigo is a leading Swedish food service supplier serving restaurants, hotels, and catering businesses. Sundlings products are distributed through Menigo to HoReCa customers.
• Martin & ServeracoreChannel Partner/ Reseller/ DistributorMartin & Servera is a major Swedish wholesale supplier for restaurants and catering. Sundlings products are distributed through Martin & Servera's network.
• TingstadminorChannel Partner/ Reseller/ DistributorTingstad is a Swedish cash-and-carry and wholesale supplier. Sundlings products are available through Tingstad for restaurant and catering customers.
• Swedish CaterminorChannel Partner/ Reseller/ DistributorSwedish Cater supplies food service operators. Sundlings products are distributed through Swedish Cater's network.
• Spis & Servis (Snacksbolaget)minorChannel Partner/ Reseller/ DistributorSnacksbolaget (Spis & Servis) is a snack-focused food service supplier. Sundlings snacks are distributed through this channel.
• ERT CandyminorChannel Partner/ Reseller/ DistributorERT Candy is a candy and snacks wholesaler serving the Swedish retail market. Sundlings products are distributed through ERT Candy to retail outlets.
• C. Cretors & CompanycoreTechnology or IntegrationSundlings offers professional popcorn machines and equipment sourced from C. Cretors & Company — the company that developed the world's first popcorn machine in 1885 and remains a leading player. Sundlings resells and supports Cretors equipment (Double Diplomat, Giant, Mach 5, T3000, Gold Rush, Ringmaster cotton candy machines, heating cabinets, oil pumps, filters) for its cinema and HoReCa customers.
• Fast Food Service (Norway service partner)minorImplementation/ SI/ Consulting PartnerFast Food Service is Sundlings' authorized service partner in Norway for technical maintenance and repair of popcorn machines and equipment. Contact: +47 47 60 99 00.
• Inter Gastro (Denmark service partner)minorImplementation/ SI/ Consulting PartnerInter Gastro is Sundlings' authorized service partner in Denmark for technical service of popcorn machines and equipment. Contact: +43 29 20 60.
• Social media content creatorsminorGTM or Marketing PartnerSundlings collaborates with food, snack, family, and experiential content creators on social media. Products are sent to creators for content production, with clear guidelines and creative freedom. Creator content may be used in Sundlings' own channels, campaigns, and in-store materials.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• SkinnyPop Popcorn: Leading US popped popcorn brand (owned by Conagra/Utz), distributed across grocery and mass channels. Comparable as a large-scale mainstream popcorn brand that competes for the same premium-but-accessible shelf position Sundlings is targeting in Nordic retail.
• Act II Popcorn: Mass-market popcorn brand owned by Conagra. Comparable as a value-positioned, large-scale popcorn competitor that defines the mainstream price point Sundlings must premium-above in grocery.
• Estrella: Swedish snack brand (part of Orkla) producing chips and snacks widely distributed across Swedish grocery (ICA, Coop, Axfood). Directly comparable as a Nordic incumbent competing for the same snack aisle space and retail buyer attention.
• Orville Redenbacher's: Mass-market popcorn brand owned by Conagra, dominant in US grocery. Comparable as the type of large CPG incumbent Sundlings will increasingly compete against on Nordic grocery shelves.
• Jolly Time Pop Corn: Long-standing US unpopped-popcorn brand (founded 1914) with grocery and foodservice presence. Comparable as a heritage popcorn brand operating at scale in mainstream retail, the channel Sundlings is now expanding into.

Direct peers

• Lesser Evil Popcorn: US-based premium popcorn and snack brand focused on clean-label, organic, and better-for-you formulations. Directly comparable to Sundlings on health-positioned popcorn with non-GMO, additive-free credentials and a premium retail price point.
• Propercorn: UK-based premium popcorn brand selling popped popcorn and corn snacks through grocery retail and foodservice. Comparable to Sundlings as a premium, better-for-you popcorn brand extending beyond the cinema channel into everyday snacking occasions.
• Popcorn Indiana: US-based popped popcorn brand (owned by Utz) sold through grocery retail. Comparable to Sundlings as a branded popped-popcorn competitor targeting the same premium-snack aisle.
• Pipcorn Heirloom Snacks: US-based popcorn and snack brand specializing in heirloom corn varieties and clean-label products. Directly comparable to Sundlings on the differentiation thesis of proprietary corn varieties (Sundlings' Butterfly/Mushroom vs. Pipcorn's heirloom strains) and premium positioning.

Others

• C. Cretors & Company: US-based manufacturer of commercial popcorn machines and equipment, founded 1885. Comparable to Sundlings as a popcorn-industry peer and ecosystem participant — and notably also a strategic equipment partner that Sundlings resells across the Nordics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sundlingssverigeab
• Facebookfacebook.com/sundlings
• LinkedInlinkedin.com/company/sundlings
• Instagraminstagram.com/sundlingspopcorn
• TikToktiktok.com/@sundlingspopcorn

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Sundlings