Säljpartner

What Säljpartner does

Säljpartner Häll & Co is a privately held Swedish sales and marketing company founded in 2006 and headquartered in Kista, Stockholm. The firm operates as a sales agent (säljbolag) on behalf of nine brand principals (uppdragsgivare) in the food and beverage space — including Polarbröd and Mobacken (bread), Merhav/Lysekils (fish and seafood), Tasty (hamburger cheese and vegetarian products), Fazer and its sub-brands (confectionery, bakery, smoothies, oat products), Condito (pastries), Peka Kroef (potato products), Falksalt (salt) and Örnäs (preserves) — marketing their goods to Swedish restaurants and large-scale institutional kitchens (storkök). Säljpartner's core distribution channel is a nationwide direct field sales force that conducts over 6,000 customer visits per year, supported by content marketing through its Matbiten campaign magazine, recipe and inspiration hub, and product news blog.

The business operates as a traditional sales intermediary rather than a technology platform: there is no proprietary software, no e-commerce storefront, and no API or app presence. Revenue is generated through commissions or margins on sales transacted through its sales force on behalf of its principals, with pricing negotiated on a per-customer or per-order basis. The portfolio is curated to feature complementary, high-quality, sustainably sourced products — the firm holds IP Livsmedel, MSC, ASC and EU Organic certifications — and the team is positioned around deep industry tenure (25–30+ years of experience among senior staff). Customers are restaurants and institutional kitchens across Sweden; no public revenue, headcount or financial disclosures are available, and the company has no documented funding rounds, acquisitions or ownership changes.

Name

Säljpartner

Legal name

Säljpartner Häll & Co

Website

https://saljpartner.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Säljpartner is a privately held Swedish sales and marketing company that represents nine curated food and beverage brand principals, marketing their products to restaurants and large-scale institutional kitchens across Sweden via a nationwide field sales force conducting over 6,000 customer visits annually.

Ownership category

akta.pro rank

Product category

Foodservice Sales Agency

akta.pro primary industry

Regional/Local Broadline Foodservice Distributors (AFAIAAAB)

Keywords

• Food sales agency
• Foodservice distribution
• Institutional kitchen supply
• Restaurant food brands
• Frozen food wholesale

Headquarters

HQ city

Kista

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sales commissions from brand principals: Säljpartner acts as a sales agent (säljbolag) representing multiple food and ingredient brands to the restaurant and institutional kitchen market. It earns commissions or margins on sales made through its nationwide sales force on behalf of its principals (uppdragsgivare).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Säljpartner is a B2B sales agent (säljbolag) that markets and sells a curated portfolio of food and beverage brands to restaurants and large-scale institutional kitchens (storkök) across Sweden. Its nationwide field sales force conducts more than 6,000 customer visits per year, earning commissions or margins on sales of bread, fish and seafood, cheese, potato products, salt, bakery, and preserves from brand principals. The company also produces the Matbiten campaign magazine and recipe/inspiration content to support its customers.

Product overview

Säljpartner (Säljpartner Häll & Co) is a sales company serving the Swedish restaurant and professional kitchen (restaurang och storkök) market since 2006. The company represents multiple food brands (uppdragsgivare) as their sales agent, including bread producers (Polarbröd, Mobacken), seafood suppliers (Merhav & Lysekils), cheese and dairy alternatives (Tasty, Fazer), bakery products (Condito), potato products (Peka), and salt products (Falksalt), as well as preserves (Örnäs). The company markets high-quality, price-competitive products focused on sustainability and quality. They also publish Matbiten, a campaign magazine with recipes and inspiration for their customers. The portfolio consists of complementary brands rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Polarbröd brand distribution Sales and distribution of Polarbröd frozen bread products (Sweden's third-largest bread producer) to restaurants and large-scale kitchens. Polarbröd uses the Polarmetoden® where bread is frozen immediately after baking, with operations in Älvsbyn, Bredbyn and Umeå.
• Merhav & Lysekils brand distribution Sales and distribution of Merhav and Lysekils fish and seafood products, including herring preserves, caviar, roe, gratins, breaded fried products, natural fillets, and diced products, with KRAV-certified, MSC, and ASC offerings. Production facilities are in Kungshamn and Lysekil with over 30,000 tonnes of processed goods per year.
• Mobacken brand distribution Sales and distribution of Mobacken frozen bread baked in the High Coast (Höga Kusten) region, free from milk and sesame, with KRAV-certified options and ready-made sandwiches, frozen immediately after baking.
• Tasty hamburger cheese distribution Sales and distribution of Tasty hamburger cheeses made with natural raw materials, free from palm or other vegetable oils, with varieties including Country cheddar, Pepper Jack, Emmentaler, and classics.
• Tasty Allt Det Goda distribution Sales and distribution of Tasty Allt Det Goda vegetarian and chicken products, including a range rich in fiber, protein, and magnesium, as well as organic Swedish free-range chicken products.
• Condito bakery distribution Sales and distribution of Condito bakery products (cheesecakes, apple crumbles, and other pastries) made from high-standard raw materials, marketed to professional kitchen customers.
• Fazer brand distribution (Fazer, Froosh, Frebaco, aito) Sales and distribution of Fazer confectionery and bakery products, plus sub-brands Froosh (fresh smoothies), Frebaco (oat/barley rice, muesli, grain products), and aito (liquid oat products), to professional kitchen customers.
• Peka brand distribution Sales and distribution of Peka Kroef chilled potato products. Peka Kroef is a family-owned company and market leader in chilled potato products for the food service segment, with innovative, high-quality offerings aligned with latest trends.
• Falksalt brand distribution Sales and distribution of Falksalt salt products (sea salt, rock salt, fine/coarse salt, flakes, and specialty smoked salts), led by fourth-generation salt traders in Gothenburg since 1928.
• Örnäs brand distribution Sales and distribution of Örnäs lingonberry jam and related preserves, with origins from the early 1900s, "Från Sverige" (From Sweden) certified, with lingonberries from northern Swedish forests.
• Äppelsmulpaj (apple crumble tart) Pre-portioned frozen apple crumble tart with abundant apples, designed for professional kitchens to reduce waste; thaw and serve. Distributed by Säljpartner from principal brand Condito.
• Cheesecake Mango/Passion Creamy exotic cheesecake with mango, passion fruit, and a touch of peach, pre-cut into 12 portions for easy service. Distributed by Säljpartner from principal brand Condito.
• Cheesecake Valnöt (walnut) Creamy vanilla cheesecake with crunchy walnuts and caramel on a crumbly bottom layer. Distributed by Säljpartner from principal brand Condito.
• Kibbelings premium & tempura Dutch-style fish snack in smaller, snack-friendly pieces. Premium variant is handmade with MSC-certified Alaska pollock. Tempura variant is pre-fried for exact crunch at serving. Distributed by Säljpartner from principal brand Merhav.
• Fiskfilépanett sprödbakad (crispy breaded fish fillet patty) MSC-certified breaded fish fillet patty with crispy breading, juicy fillet, and consistent quality, ready to cook directly from the freezer. Distributed by Säljpartner from principal brand Merhav.
• Stillahavskummel sprödbakad (crispy breaded Pacific hake) MSC-certified crispy breaded Pacific hake fillets of white fish with mild flavor and crispy surface, ready for oven or frying pan. Distributed by Säljpartner from principal brand Merhav.
• Flingsalt smoked (naturally smoked flake salt) Naturally smoked flake salt from Falksalt. Flakes are carefully wood-smoked using traditional methods, resulting in authentic craftsmanship with a clean, elegant smokiness. Distributed by Säljpartner from principal brand Falksalt.
• Mineralsalt Mineral salt product from Falksalt, distributed by Säljpartner to professional kitchens across Sweden.
• Matbiten campaign magazine Campaign magazine filled with news, campaigns, recipes, and inspiration for restaurant and professional kitchen customers, published regularly and available as digital flip-book issues.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Marenor / Merhav & LysekilscoreChannel Partner/ Reseller/ DistributorMarenor AB (brands Merhav and Lysekils) is a key principal of Säljpartner, supplying a broad fish and seafood product range including herring preserves, caviar, roe, gratins, breaded fried products, natural fillets, and diced products. Merhav and Lysekils operate modern facilities in Kungshamn and Lysekil with over 30,000 tonnes of processed goods per year. Products include KRAV-certified line-caught cod and haddock, as well as MSC and ASC-certified offerings.
• PolarbrödcoreChannel Partner/ Reseller/ DistributorPolarbröd is a family business with century-old traditions of northern Swedish bread culture, grown to Sweden's third-largest bread producer. Headquartered in Älvsbyn with operations in Bredbyn and Umeå. Uses the unique Polarmetoden® freezing method, freezing bread immediately after baking. Their vision is to make sustainable bread meals accessible to all.
• Peka KroefminorChannel Partner/ Reseller/ DistributorPeka Kroef is a family-owned company specializing in chilled potato products for the food service segment. Known for innovative, high-quality products aligned with the latest trends. Popular for taste, nutritional value, and easy preparation.
• MobackenminorChannel Partner/ Reseller/ DistributorMobacken is a small bakery in the High Coast (Höga Kusten) region producing bread tailored to modern demands for good and healthy bread. All bread is free from milk and sesame, frozen immediately after baking. Products available as KRAV-certified. Also produces ready-made sandwiches.
• Tasty (hamburger cheese and Allt Det Goda)minorChannel Partner/ Reseller/ DistributorTasty offers hamburger cheeses made with natural ingredients without palm or other vegetable oils, as well as vegetarian products rich in fibre, protein, and magnesium, and organic Swedish free-range chicken products.
• ConditominorChannel Partner/ Reseller/ DistributorCondito produces pastries for perfectionists, using only the highest-standard raw materials. The bakery crafts are described as masterworks suitable for professional kitchen menus.
• Fazer (including Frebaco, Froosh, aito)minorChannel Partner/ Reseller/ DistributorFazer is a well-known brand with a long history of high-quality products. Säljpartner markets Fazer's confectionery and bakery products. Under the Fazer brand also come Froosh (fresh smoothies), Frebaco (oat and barley rice, muesli, and exciting grain products), and aito (liquid oat products).
• FalksaltminorChannel Partner/ Reseller/ DistributorFalksalt has been led in the fourth generation of salt traders in Gothenburg with the same passion for salt as ever. Product range includes sea salt, rock salt, fine and coarse salt, and flakes. Also produces specialty products like naturally smoked flake salt. Founded in 1928.
• Örnäs (Danica Foods)minorChannel Partner/ Reseller/ DistributorÖrnäs is a Royal Court Supplier (Kunglig Hovleverantör) with roots dating back to the early 1900s. Known for beloved lingonberry jam featured in recipes and on dinner tables at restaurants and large households. Products are 'Från Sverige' (From Sweden) certified with lingonberries from northern Swedish forests.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Orkla Foods Sverige: Orkla Foods Sverige is the Swedish arm of the Nordic Orkla food conglomerate, marketing a broad range of branded food products to foodservice and retail. It is comparable to Säljpartner as a brand owner working through Swedish foodservice channels, although at a much larger scale and with its own direct sales coverage.

Direct peers

• Snabbgross (Axfood): Snabbgross is Axfood's dedicated foodservice wholesale arm serving restaurants and large kitchens in Sweden. It targets the same Swedish foodservice customers as Säljpartner, although it operates as a full-line distributor rather than a sales agent.
• Menigo: Menigo is one of Sweden's largest foodservice distributors, supplying restaurants, storkök, and public-sector kitchens with a broad multi-category range. It directly overlaps with Säljpartner in serving Swedish professional-kitchen customers with multi-brand food portfolios.
• Martin & Servera: Martin & Servera is a major Swedish foodservice distributor serving restaurants, hotels, and large-scale kitchens across the country. It competes with Säljpartner for the same Swedish restaurang och storkök customer base with a comparable broadline assortment.

Regional players

• Dagrofa Foodservice: Dagrofa Foodservice is the Danish foodservice distribution arm of Dagrofa, serving restaurants and institutional kitchens across Denmark. It is comparable to Säljpartner in business model and category breadth but operates in a different Nordic geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Säljpartner