Eckes-Granini Sverige

What Eckes-Granini Sverige does

Eckes-Granini Sverige AB is the Swedish operating entity of the European Eckes-Granini beverage group, headquartered at Druveforsvägen 8A in Borås, Sweden. The company markets and distributes a multi-brand portfolio of fruit juices and drinks across Sweden, including fresh-pressed juices (Brämhults), organic juices (God Morgon®), the international granini brand (sold in 60 countries), Nordic heritage brands Rynkeby (founded 1934), Sagolika fruit soups (since 1993) and concentrated JO (since 1974), plus Austrian-origin Pago. It operates through two parallel channels: Swedish retail grocery (B2C) via supermarkets nationwide, and a foodservice (B2B) division serving hotels, restaurants, and catering with branded juice products plus a full line of dispensing solutions (Mixtap, Juicetap, Dispenser, Slimline, Nordic, RTD Kyl) on a rental-and-service basis. The foodservice channel is supported by a regional KAM/field sales team and nine major Swedish foodservice distributors (Menigo, Martin Servera, Svensk Cater, ChefsCulinar, Privab, Grönsakshallen, KåKå Corp, Kobia Leipurin) plus Arla, with nationwide technical support for installed equipment.

The company's commercial engine rests on differentiated product technology — notably Brämhults' fresh-pressing process delivering juice to stores within days of pressing — combined with an extensive sustainability and certification stack (EKO organic, IFS Food, EMAS, SBTi-approved climate targets, EcoVadis supplier audits, Sustainable Juice Covenant membership) that supports both consumer trust and retailer procurement criteria. Its most recent strategic actions include the 2025 launch of Brämhults Vitamin Water (a new category entry with 20% fruit content and no added sugar), the reintroduction of granini into Swedish retail, and ongoing investment in the foodservice dispensing-solution portfolio. The Swedish entity operates with a lean 22-person team consistent with a sales-and-marketing subsidiary structure, while manufacturing, supply chain, and group-level functions are handled at the broader Eckes-Granini Group level.

Revenue is generated through wholesale product sales to retailers and foodservice distributors, supplemented by recurring equipment-rental and technical-service fees in the foodservice channel. Pricing is not publicly disclosed; foodservice contracts are negotiated directly via the KAM/field sales team. The company is privately held (Aktiebolag form), has no public ticker, and has not disclosed funding rounds or M&A activity. It is led by CEO Magnus Berndtsson and CFO Ulla-Britt Östlund, with dedicated sales, marketing, product supply, and out-of-home directors. Customer concentration risk is moderate given the dual-channel structure and broad distributor base, though the absence of customer-level revenue disclosure is a transparency gap.

Name

Eckes-Granini Sverige

Legal name

Eckes-Granini Sverige AB

Website

https://eckes-granini.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Eckes-Granini Sverige AB is the Swedish subsidiary of the European Eckes-Granini beverage group, marketing a multi-brand juice and fruit-drink portfolio (Brämhults, God Morgon, granini, Rynkeby, Sagolika, JO, Pago) to Swedish consumers via retail and to HoReCa customers via a foodservice division with dispensing-equipment rentals.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Beverages (Fruit Juices and Fruit Drinks)

NAICS

Food Manufacturing (311), Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Beverages (2080), Food And Kindred Products (2000)

akta.pro primary industry

Refrigerated Juices & Smoothies (CRADACAL)

akta.pro secondary industry

Beverage Concentrates, Syrups & Mixers Wholesale (AFAIAGAF)

Keywords

• Fruit juices
• Beverage manufacturing
• Foodservice distribution
• Organic juice brands
• Drink dispensing solutions

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C Retail Product Sales: Sale of branded juice and fruit drink products through retail channels (grocery stores, supermarkets) across Sweden. Product portfolio includes fresh-pressed juices, NFC juices, organic juices, fruit drinks, and fruit soups under multiple brands.
2. Foodservice/B2B Sales: Sale of juices and fruit drinks to hotels, restaurants, and other foodservice businesses. Includes equipment rental (dispensers, Juicetap, Mixtap, Nordic, Slimline), technical service, and customized solutions for professional kitchens.
3. Equipment Rental and Service: Rental of dispensing equipment including Mixtap, Juicetap, Dispenser, Slimline, Nordic, and RTD Cooler units to foodservice customers, with nationwide technical support service.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Eckes-Granini Sverige manufactures, markets and distributes a portfolio of branded fruit juices and fruit-based beverages under brands including Brämhults (fresh-pressed juices), God Morgon (organic juices), granini, Rynkeby, Sagolika (fruit soups), JO (concentrated juice), and Pago to Swedish grocery retail and foodservice customers. Through a dedicated foodservice division the company also rents dispensing and serving equipment (Mixtap, Juicetap, Dispenser, Slimline, Nordic, RTD Kyl) with nationwide technical support to hotels, restaurants and catering businesses.

Product overview

Eckes-Granini Sverige is a juice and fruit beverage company offering a broad portfolio of branded products including fresh-pressed juices (Brämhults), organic juices (God Morgon®), international juice brands (granini, Pago), Nordic juices (Rynkeby), fruit soups (Sagolika), and concentrated drinks (JO®). The company also provides foodservice serving solutions including dispensers (Dispenser), tap systems (Juicetap, Mixtap), and self-service units (Slimline, Nordic, RTD Kyl) for hotels, restaurants, and other commercial establishments. Products range from freshly pressed seasonal juices to longer-shelf-life treated fruit drinks.

Differentiator

Problem solved

Functional benefit

Brands

• Brämhults: Freshly pressed juices made from seasonal fruits, pressed multiple days per week and delivered to stores within days
• God Morgon®
• granini
• Rynkeby
• Sagolika
• JO®
• Pago

Products and services

• Brämhults (fresh-pressed juices) Freshly pressed juice brand made from seasonal fruits; pressed several days per week with juice reaching Swedish stores within a few days of pressing. Natural variation in taste and color reflects seasonal fruit quality.
• God Morgon (organic juices) Organic juice brand consisting of 100% freshly pressed fruit, with classic and exotic fruit combinations; described as one of the world's most driving brands in organic products.
• granini International fruit juice brand sold in 60 countries, known for its iconic bottle with drop pattern; making a comeback in Sweden.
• Rynkeby Juice and fruit drink brand established in 1934, made from natural ingredients and positioned for all occasions for adults and children.
• Sagolika (fruit soups) Classic fruit soups including blueberry (Blåbär Soppa) and rosehip (Nypon Soppa) varieties; suitable for breakfast, snacks, or before/after exercise.
• JO (concentrated juice) Concentrated juice brand launched in 1974 that consumers dilute with water; available in Apelsin (orange), Äpple (apple) and Tropisk flavors; described as a classic thirst quencher in Swedish households.
• Pago International juice brand founded in 1888 in Austria, characterized by a high proportion of sun-ripened fruit with no other additives.
• Brämhults Vitamin Water Vitamin-fortified water with 20% fruit, no added sugar, sweeteners or preservatives; available in three flavor variants; marketed as a healthy alternative for consumers seeking to quench thirst with natural fruit flavor.
• Mixtap (foodservice serving solution) Foodservice serving solution for Rynkeby 5L and 10L packs offering two or three juice flavors plus water, optionally including carbonated water; rented to foodservice customers with nationwide technical service.
• Juicetap (foodservice serving solution) Three-flavor self-service dispensing solution with water, available as a counter model or mobile unit; compatible with Rynkeby concentrate 10L or God Morgon and Rynkeby NFC/Ready-to-drink juices 10L.
• Dispenser (foodservice serving solution) Single or double dispenser unit for NFC/Ready-to-drink juice packs in 1L, 5L, and 10L formats.
• Slimline (foodservice serving solution) Self-service solution for two juice flavors plus water, fitting Rynkeby concentrate 10L; designed for counter placement or back-office use with jug filling.
• Nordic (foodservice serving solution) Three-flavor plus water serving solution for Rynkeby concentrate 10L; intended for counter or back-office use with jug filling.
• RTD Kyl (foodservice serving solution) Counter-model serving solution for God Morgon and Rynkeby NFC/Ready-to-drink juices in 10L format; designed for self-service or back-office use with jug filling.

Quantifiable outcome

• 69% of processed fruits and vegetables from sustainable farms in 2022
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Solidaridad BrazilcoreStrategic or Co-development Partner · 1 May 2020Partnership in a smallholder project to promote sustainable orange farming in Brazil, part of Eckes-Granini's commitment to 100% sustainable cultivated raw materials by 2030.
• Sustainable Juice Covenant (SJC)coreStrategic or Co-development PartnerJoined in February 2019, committing to sourcing 100% sustainable fruits and vegetables by 2030. In 2022, 69% of processed fruits and vegetables came from sustainable farms.
• Sustainable Agriculture Initiative Platform (SAI Platform)minorStrategic or Co-development PartnerMember since June 2020, one of the most important global initiatives for sustainable agriculture in the food and beverage value chain.
• EcoVadiscoreStrategic or Co-development PartnerStrategic suppliers undergo annual EcoVadis certification covering environmental impact, human rights, sustainable procurement, and business ethics.
• SGF (Sure Global Fair)coreStrategic or Co-development PartnerAnnual SGF audits verify supplier compliance with AIJN Code of Business Conduct aligned with UN Global Compact's ten principles.
• Team RynkebycoreStrategic or Co-development PartnerAnnual fundraising initiative for sick children. Swedish goal: 400 million SEK by 2025. Eckes-Granini Sverige is the single largest contributor to Barncancerfonden. Since 2020, donations split between Barncancerfonden and Barnhjärnfonden.
• MatmissionenminorStrategic or Co-development PartnerSince autumn 2023, products with short best-before dates are donated to Matmissionen, contributing to food waste reduction and social responsibility.
• BowerminorGTM or Marketing PartnerGod Morgon brand partnered with Bower app to reward consumers for recycling all types of packaging.
• Tetrapak (Kartongmatch)minorGTM or Marketing PartnerIn 2024, God Morgon collaborated with Tetrapak on Kartongmatch concept to spread knowledge and increase engagement for recycling, environment, and sustainability among younger generations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lerum (Swedish juice and cordial maker): Swedish producer of juices, cordials, and fruit syrups sold through Swedish grocery retail. Directly competes with Brämhults, God Morgon, and Rynkeby in the same Swedish retail channel with overlapping functional beverage categories.
• Innocent Drinks: UK-based smoothie and juice brand owned by Coca-Cola, sold across Europe. Comparable in positioning around cold-pressed, premium, and naturally sourced fruit beverages, with similar focus on sustainability messaging.
• Ocean Spray Cranberries: Farmer-owned cooperative producing fruit-based beverages including juices, juice drinks, and dried cranberries. Comparable as a branded fruit juice specialist with strong category identity and similar shelf presence in European grocery retail.

Broad incumbents

• Britvic: UK-listed soft drinks company producing branded juices (e.g., J2O, Robinsons) and carbonated beverages. Comparable in operating a multi-brand soft drinks portfolio with both retail and foodservice channels.
• Tropicana Brands Group: Global juice brand portfolio owned by PepsiCo. Directly competes in the broader juice category with similar premium and not-from-concentrate offerings, representing a global benchmark for branded juice scale.
• Eckes-Granini Group (parent): Pan-European juice and fruit beverage specialist operating across multiple countries. The Swedish entity is a subsidiary, so the parent group is the most direct strategic and operational comparable, with overlapping brand portfolio and category focus.

Regional players

• Welch's: US-based grape juice and fruit beverage brand. Comparable as a single-fruit-specialist branded juice player with a strong heritage brand identity, though primarily addressing the North American market.
• Sun-Maid: US-based grower-owned cooperative known for raisins and juice products. Comparable in cooperative heritage and category identity around a single fruit, though primarily a North American operator.

Others

• Cott Corporation: Provider of beverage solutions including bottled water, coffee, and juice services to retail and foodservice customers. Comparable in supplying foodservice and retail beverage categories including juice, though primarily a private-label/B2B operator.

Emerging players

• Refresco Group: Independent global bottler and producer of private-label and branded juices and soft drinks. Comparable as a contract manufacturer and juice specialist with overlapping supplier and customer ecosystem in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/eckes-granini
• YouTubeyoutube.com/@eckesgranini
• Facebookfacebook.com/eckesgranini
• LinkedInlinkedin.com/company/eckes-granini-sweden
• Instagraminstagram.com/eckesgranini
• Pinterestpinterest.com/eckesgranini

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Eckes-Granini Sverige