bonjour

What bonjour does

Bonjour is a Swedish bake-off bakery brand operating under Lantmännen Unibake Sverige, the Swedish subsidiary of the Lantmännen farmer-owned agricultural cooperative. The company produces par-baked and frozen bakery products that are finished in-store or delivered fresh daily to Swedish grocery retailers, where they are sold under the Bonjour brand in supermarket bake-off sections. The product portfolio spans 248 SKUs organized into two principal categories: Fikabröd (92 products covering Danish pastries, croissants, muffins, cookies, sweet buns, and donuts) and Matbröd (130 products covering sourdough breads, baguettes, ciabatta, focaccia, and Swedish-style loaves), with additional health-focused variants such as Fiberfralla and keyhole-marked whole grain products.

The core production methodology rests on traditional sourdough fermentation and stone oven baking techniques. Sourdough fermentation is positioned as a domain specialization delivering longer shelf life, improved flavor, and digestive benefits, while stone oven baking creates the crispy crust and airy crumb characteristics associated with flagship products such as Grand Levain, Gourmet Tranbär, and Chia Ciabatta. The parent Lantmännen Unibake Sverige provides BRC-certified food safety systems and sustainable palm oil sourcing (SG-certified), and supplies grain inputs sourced from the Lantmännen farmer cooperative.

Bonjour operates a B2B2C revenue model: it does not sell directly to consumers but supplies Swedish grocery retailers who handle in-store baking or fresh distribution. Pricing is not publicly disclosed. The customer base consists of Swedish households purchasing fresh bakery products for daily consumption occasions including breakfast, lunch, snacks, and dinner accompaniments. Marketing is concentrated on Facebook (facebook.com/bonjournybakat), seasonal campaign pages, and an on-site recipe database featuring Bonjour products. The brand is headquartered in Örebro, Sweden, and holds the position of the strongest brand in the Swedish bake-off market with over 30 years of operational heritage.

Name

bonjour

Legal name

Bonjour (brand of Lantmännen Unibake)

Website

https://bonjour.se

Company type

Private

Founded year

1993

Operating status

Operating

Short description

Bonjour is a Swedish bake-off bakery brand under Lantmännen Unibake that produces par-baked and frozen breads, pastries, baguettes, and rolls for Swedish grocery retailers, where products are finished in-store or delivered fresh daily.

Ownership category

akta.pro rank

Product category

Bakery Products

NAICS

Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Frozen & Par-Baked Bakery Production (THAFAFAK)

akta.pro secondary industries

Frozen Bakery Products Manufacturing (AFAKAAAF), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Bake-off bread
• Sourdough bakery
• Frozen bakery products
• Par-baked bread
• Swedish bakery brand

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Bake-off Product Sales to Retail: B2B2C model supplying par-baked and frozen bakery products to grocery retailers across Sweden. Products are sold under the Bonjour brand through food retail channels, with daily fresh delivery to stores.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Bonjour produces par-baked and frozen bakery products — including breads, baguettes, rolls, sourdough loaves, Danish pastries, croissants, muffins, cookies, sweet buns, and focaccia — under its own brand for Swedish grocery retailers. Products are finished in-store via bake-off or delivered fresh daily to supermarkets throughout Sweden. The brand operates as a division of Lantmännen Unibake Sverige, part of the Lantmännen farmer-owned cooperative.

Product overview

Bonjour is a Swedish bake-off bakery brand belonging to Lantmännen Unibake, operating for over 30 years. The product portfolio centers on fresh-baked goods available in grocery stores daily. The core offerings include Wienerbröd (Danish pastries) in various flavors, Surdegsbröd (sourdough breads) like Grand Levain and Gourmet Tranbär, French-style baguettes and ciabatta, Swedish bread loaves (Limpa, Italianskt Bröd), croissants, muffins, cookies, and traditional Swedish bullar (sweet buns) like kanelbulle and kardemummabulle. The company also offers health-focused products including Fiberfralla with 8.5% fiber and keyhole-marked items. With 248 total products organized into Fikabröd (92 products) and Matbröd (130 products) categories, Bonjour provides both pastry/dessert items and savory bread products through bake-off (par-baked frozen) distribution to grocery stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Wienerbröd (Danish Pastry)

Named customers1 record

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Lantmännen UnibakecoreStrategic or Co-development Partner · 1 January 2019Bonjour is a brand owned by Lantmännen Unibake Sverige, which is part of the Lantmännen agricultural cooperative owned by Swedish farmers. Bonjour operates as a division under the Lantmännen Unibake umbrella, benefiting from shared supply chain, quality systems, and distribution infrastructure. The parent company oversees food safety certifications including BRC standards and sustainable palm oil sourcing.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Délifrance: Délifrance is a European bake-off brand specializing in viennoiserie, breads, and pastries for retail and foodservice, directly competing with Bonjour's Wienerbröd, croissants, and baguette ranges.
• Europastry: Europastry is one of Europe's largest frozen and par-baked bakery producers, offering breads, pastries, and viennoiserie to grocery and foodservice — closely matching Bonjour's bake-off production and distribution model.
• Schulstad Bakery Solutions: Schulstad is a leading Danish bake-off brand offering par-baked bread and pastries for retail and foodservice, directly comparable to Bonjour's bake-off production methodology and product categories.
• Vandemoortele: Vandemoortele is a European producer of bakery products, margarines, and culinary solutions, with a comparable par-baked/frozen bread business supplying retail and foodservice across multiple European markets.
• Pågens: Pågens is a Swedish bread brand producing sliced and crusty breads for retail, directly competing with Bonjour's Matbröd range in Swedish grocery aisles. Both brands target daily household consumption through mainstream retail channels.

Broad incumbents

• Panealba / Paneangeli (Barilla bakery): Barilla's bakery division produces breads and bakery products across Europe through brands like Panealba, operating at a much larger scale and broader category scope than Bonjour but serving overlapping retail channels.
• Aryzta: Aryzta is a global bakery company producing frozen and par-baked breads, viennoiserie, and sweet baked goods for retail and foodservice, with a much broader international footprint than Bonjour but highly comparable product categories and production methodology.
• Fazer Bakeries: Fazer is a Nordic food conglomerate with a large bakery division producing breads, pastries, and confectionery across the Nordics and Baltics. As a broad incumbent, it overlaps with Bonjour in Nordic grocery and foodservice but operates at a much larger geographic and product scope.

Regional players

• ICA (private-label bakery): ICA is Sweden's largest grocery retailer and operates private-label bake-off products directly competing with Bonjour on Swedish grocery shelves. While a retailer rather than a pure bakery brand, ICA's own bake-off line is the most direct competitive threat within Bonjour's exclusive distribution channel.
• Coop Sverige (private-label bakery): Coop is one of Sweden's three dominant grocery retailers and offers private-label and locally produced bake-off bakery products, directly competing with Bonjour for Swedish consumer wallet share within the same retail channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bonjournybakat

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 bonjour