CarbZone

What CarbZone does

CarbZone AB is a privately held Swedish specialty food company founded in 2003 in Stockholm by Tom Hedrup (CEO) and Ewa-Lena Hedrup (COO). It was the first company in Sweden to specialize in low-carbohydrate packaged foods and operates under the registered brands Low Carb, NYSTART!, Protein Plus, and carbSweet. The core technology is iterative low-carb formulation: products are designed without added sugar and engineered to be high in protein and fiber, targeting carbohydrate-conscious, diabetic, keto/LCHF, and fitness-oriented consumers. The catalog spans breads, pasta alternatives (fusilli, penne, protein rice, lasagna sheets), tortillas, chocolates, syrups, spreads, protein cookies and biscotti, seed crispbreads, and sugar-free meringues, organized on the webshop by dietary lifestyle (Keto, LCHF, Paleo, Vegan, Vegetarian, Organic) and bulk pack.

The business model is dual-channel. On the wholesale side, CarbZone is an approved supplier to the four dominant Swedish grocery groups — ICA, Coop, Axfood, and Dagab — placing product in approximately 850 Swedish food retail stores. On the direct-to-consumer side, the company runs a Shopify-based webshop (shop.carbzone.se) with home delivery and operates five country storefronts (Sweden, UK, Germany, Poland, Finland). Pricing is unit-based, denominated in SEK on the Swedish storefront, with per-SKU prices in the SEK 29.90–68.90 range and discounted Storpack bulk options. Payment processing is via Visa, Mastercard, Maestro, PayPal, Klarna, and Swish, with DHL handling fulfillment and Tawk.to providing live chat support.

CarbZone holds IP Livsmedel food safety certification (via HS Certifiering), EU Organic certification (SE-EKO-04), RSPO sustainable palm oil certification, and a HACCP-based food safety system, and operates as a 100% climate-neutral company through Vi-Skogen. The company is founder-controlled, self-funded with no disclosed institutional capital, and operates with approximately 10 employees covering order management, field and inside sales, logistics, customer service, administration, and social media. Marketing is conducted through Facebook, Twitter, Instagram, a YouTube recipe channel, an email newsletter, and a low-carb recipe blog.

Name

CarbZone

Legal name

CarbZone AB

Website

https://shop.carbzone.se

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

CarbZone AB is a privately held, founder-operated Swedish food company founded in 2003 that produces low-carbohydrate, sugar-free packaged foods under the Low Carb, NYSTART!, Protein Plus, and carbSweet brands, distributing them via approximately 850 Swedish grocery stores and a five-country Shopify e-commerce footprint serving health-conscious, diabetic, and fitness consumers.

Ownership category

akta.pro rank

Product category

Low-Carb Specialty Foods

NAICS

Cookie, Cracker, and Pasta Manufacturing (31182), Other Snack Food Manufacturing (311919), Specialty Food Retailers (4452)

SIC

Bakery Products (2050), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

akta.pro secondary industries

Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)

Keywords

• Low-carb food products
• Sugar-free bakery
• Protein pasta alternatives
• Keto diet foods
• Specialty health foods

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through their own Shopify-based webshop (shop.carbzone.se) with home delivery to Swedish and European customers
2. Wholesale/Retail Distribution: Products sold through approximately 850 food retail stores across Sweden under brands Low Carb, NYSTART!, Protein Plus, and carbSweet

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

CarbZone manufactures and sells low-carb, sugar-free, protein- and fiber-rich food products under brands including Low Carb®, NYSTART!®, Protein Plus®, and carbSweet®. The portfolio spans breads, pastas, tortillas, chocolates, syrups, spreads, meringues, protein cookies, and seed crackers. Products are sold direct-to-consumer via own Shopify-based online stores in five European countries (Sweden, UK, Germany, Poland, Finland) and wholesale to approximately 850 Swedish food retail stores.

Product overview

CarbZone is a Swedish food company specializing in low-carb, sugar-free food products since 2003. Under the brands Low Carb, NYSTART!, Protein Plus, and carbSweet, the company offers a diverse portfolio of products including breads (Low Carb Bröd, NYSTART Bröd, Protein Rich Bröd, Toasties, Fröskorpa), pasta alternatives (Protein Fusilli, Penne, Protein Rice, Lasagna), tortillas (Tomato, Small, Large), chocolates (Milk, Dark, Hazelnut), protein cookies and biscotti, syrups (Caramel, Chocolate, Salted Caramel), spreads (Hazelnut Spread), and sugar-free meringues. Products are sold as both individual items and bulk packages, categorized by dietary lifestyle (Keto, LCHF, Paleo, Vegan, Vegetarian, Organic). The company operates primarily in Sweden with products distributed through approximately 850 food retailers nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• Low Carb®: Main brand for low-carb food products without added sugar, high in protein and fiber. Includes bread, pasta, tortillas, chocolates, syrups, jams, and spreads.
• NYSTART!®
• Protein Plus®
• carbSweet®

Products and services

• Low Carb Bread Line Low-carb bread variants (Low Carb Bröd, NYSTART Bröd, NYSTART Blåbär Bröd, Ekologiskt Proteinbröd, Protein Rich Bröd, High Protein Toasties, Fröskorpa, Proteinskorpa) without added sugar, rich in protein and fiber, sized 250-450g. Targeted at carbohydrate-conscious, diabetic, and keto/LCHF consumers in Sweden and Europe.
• Low Carb Pasta & Rice Alternatives

Quantifiable outcome

• Products sold in approximately 850 food retail stores across Sweden

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• HS CertifieringcoreOthersHS Certifiering provides third-party food safety certification services including IP Livsmedel and accreditation for CarbZone's food safety management systems.
• ICAcoreChannel Partner/ Reseller/ DistributorICA is one of the major Swedish food retail chains that CarbZone supplies their low-carb products to as an approved vendor.
• CoopcoreChannel Partner/ Reseller/ DistributorCoop is a major Swedish food retail cooperative that CarbZone supplies their low-carb products to as an approved vendor.
• AxfoodcoreChannel Partner/ Reseller/ DistributorAxfood is a major Swedish food wholesale and retail company that CarbZone supplies their low-carb products to as an approved vendor.
• DagabcoreChannel Partner/ Reseller/ DistributorDagab is part of the Axfood group and serves as a key wholesale supplier partner for CarbZone's products in the Swedish retail market.
• KivaminorOthersInternational nonprofit microfinance organization based in San Francisco (founded 2005) that CarbZone partners with for social responsibility. CarbZone has made approximately 100 microfinance interventions to 20 different countries through Kiva.
• Vi-SkogenminorOthersSwedish environmental organization that CarbZone partners with for climate compensation. Through tree planting and education programs, Vi-Skogen helps vulnerable communities generate income and food while improving the climate.
• RSPOminorOthersRoundtable on Sustainable Palm Oil - RSPO certification ensures sustainable palm oil sourcing in CarbZone's products.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• nu3: nu3 is a Berlin-based DTC nutrition brand selling low-carb, protein, and functional foods across German-speaking and broader European markets. Comparable to CarbZone in low-carb product positioning, German market presence, and DTC + selective retail distribution.
• Foodspring: Foodspring is a Berlin-based DTC brand offering high-protein, low-sugar, and functional foods including protein bread, spreads, and sports nutrition. Directly comparable as a European specialty food brand targeting health-conscious, fitness, and low-carb consumers with a similar DTC + retail approach.
• Atkins (Simply Good Foods): Atkins is the global pioneer brand in low-carb nutrition products, offering bars, shakes, and meal replacements aimed at low-carb consumers. Directly comparable to CarbZone's positioning around low-carb/sugar-free packaged food, although at much larger scale and broader geographic reach.
• Davidsons (Davidson of Sweden): Davidsons is a Swedish specialty food brand offering breads, crackers, and grain-based products through Swedish retail. Comparable as a Swedish CPG brand focused on bread/bakery products distributed through the same major grocery chains (ICA, Coop, Axfood) that carry CarbZone.
• Body Science (Bodylab): Body Science is a Danish sports nutrition brand offering protein bars, low-carb, and functional foods primarily across Scandinavia. Comparable as a Nordic-region competitor in the protein/low-carb CPG category with similar target customers (fitness, low-carb dieters).
• Sukrin: Sukrin is a Nordic (Norwegian/Swedish) brand specializing in sugar-free sweeteners, syrups, and low-carb baking products. Directly comparable to CarbZone in product category (sugar-free/low-carb), Nordic geography, target consumer (keto, diabetic, LCHF), and DTC + retail distribution model. CarbZone even sells a competing sweetener line under its carbSweet brand.

Broad incumbents

• MyProtein: MyProtein (THG) is one of Europe's largest sports nutrition and high-protein food brands, offering protein bars, baking mixes, and low-carb products across multiple European markets including Sweden, UK, Germany, and Poland. Comparable in product overlap (protein foods, low-carb positioning) and exact same geographies as CarbZone, but at far greater scale and with a much broader portfolio.
• Holland & Barrett: Holland & Barrett is a major European health food and supplement retailer stocking extensive low-carb, sugar-free, and protein food ranges including private label. Comparable as a downstream channel and adjacent competitor (especially in UK) carrying competing low-carb brands and own-label products serving similar health-conscious consumers.
• Paulig: Paulig is a Nordic food and beverage group with bread, coffee, and snack brands sold across Sweden, Finland, and other Nordic markets. Comparable as a Nordic packaged food incumbent with retail distribution, brand-building capability, and potential acquisition interest in specialty/low-carb brands like CarbZone.
• Lantmännen Cerealia: Lantmännen is a large Swedish/Nordic food group producing bread, pasta, and grain-based products sold through ICA, Coop, and Axfood. Comparable as a Swedish bakery/pasta manufacturer competing for the same shelf space with broader conventional ranges; represents both a competitor and a potential strategic acquirer for CarbZone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CarbZone
• YouTubeyoutube.com/carbzone
• Facebookfacebook.com/CarbZone
• Instagraminstagram.com/carbzone

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 CarbZone