The History of Cloetta

From Wikipedia, the free encyclopedia

Cloetta AB

Cloetta lampa på Filmhuset.jpg


Public Aktiebolag

Traded as







Kista, Sweden

Area served


Key people

David Nuutinen (President and CEO), Caroline Sundewall (Chairman)


Confectionery, Nuts


SEK 5.313 billion (2014)[1]

Operating income

SEK 0.418 billion (2014)[1]


SEK 0.242 billion (2014)[1]

Total assets

SEK 9.96 billion (2014)[1]


Total equity

SEK 4.05 billion (2014)[1]

Number of employees

2,533 (December 2014)[1]


Cloetta is a Swedish confectionery and nuts company created in 1862. The major markets for Cloetta are Finland, Sweden, Norway, Denmark, Italy and the Netherlands. The company is listed on the Stockholm stock exchange.


Contents  [hide]

1 History

2 Brands of

3 Market shares and competitors

4 References

5 External links


Cloetta Fact sheet

Cloetta, founded in 1862, is a leading confectionery company in the Nordic region, The Netherlands, and Italy. Cloetta is manufacturing and marketing sugar confectionery, chocolate products, nuts, pastilles and chewing gum. In total, Cloetta products are sold in more than 50 markets worldwide. Key Facts Annual sales SEK 5,3 billion in 2014 Underlying EBIT of SEK 635m Leading local brands in 6 countries Leading market positions in Sweden, Finland, Norway, Denmark, The Netherlands and Italy 2,500 employees in 14 countries Production at 11 factories in 6 countries Listed on Nasdaq Stockholm


The Group focuses on volume growth and margin expansion, cost efficiency and employee development. Strong local brands and presence combined with a widening of the product range as well as the launch of and potential acquisition of new products and brands will support the growth. Improved processes and systems will improve cost efficiency.

Vision, Mission and Core values

Cloetta’s vision is to be the most admired satisfier of Munchy Moments and the mission is to bring a smile to your Munchy Moments. Cloetta has established four core values that guide our way of working and acting, both within and outside the company. These core values are Focus, Passion, Teamplay and Pride.

Products and brands

Cloetta owns some of the strongest brands on the market, e.g Läkerol, Cloetta, Jenkki, Kexchoklad, Malaco, Sportlife, Saila, Red Band, Sperlari and Nutisal, most of them with a long heritage tradition. Cloetta has leading brands within the different product categories in several countries.


Within chocolate Cloetta has a leading position in Sweden with the brands Kexchoklad, Polly, Center and Plopp. In Finland Cloetta has a strong local position with the brands Tupla, Royal, Polly and Center. In Norway popular brands are Center, Sportlunch and Bridge, and in Italy Cloetta is the leader in Christmas seasonal products with Sperlari.

Sugar confectionery

In Norway, Finland, Sweden and Denmark, Cloetta has harmonised its leading brand Malaco and in the Netherlands the brand Red Band. Additional strong brands include Ahlgrens bilar, Venco, Galatine, The Jelly Bean factory, Chewits and Juleskum. In Italy the brand Dietorelle was the first sugar-free .

In Italy, Cloetta has strong local position with the seasonal brand Sperlari and with the sweetener brand Dietor.

Pastilles and chewing gum

The Group’s largest pastille brand, Läkerol, is more than 100 years old. Other leading pastilles brands are Mynthon, King and Saila.

Within chewing gum Cloetta is the leader in Finland with the brand Jenkki and has a leading position in the Netherlands and Belgium with Sportlife and Xylifresh. Cloetta has also paved the way for the use of xylitol in chewing gums.


In 2014 Cloetta acquired Nutisal, a leading Swedish producer of dry roasted nuts. The Swedish market accounts for around half of sales, but Nutisal is also sold in Denmark, Norway, Germany and the Benelux countries.

Market and sales

Cloetta’s six main markets are Sweden, Italy, Finland, the Netherlands, Norway and Denmark. In these markets Cloetta has its own sales and distribution organisation with strong customer relations and category expertise. In total, Cloetta products are sold on 50 markets world-wide. Outside the key markets, a distributor model is used.


Cloetta has 11 factories covering most production technologies. The factories are found in Sweden, Italy, the Netherlands, Belgium, Slovakia and Ireland.

The market

The confectionery market is fairly insensitive to cyclical fluctuations, and is one of the most impulse driven goods groups within retail. Consumption patterns and flavour preferences vary between markets, for example, chocolate consumption is significantly lower in the Nordic countries compared with the rest of Europe, while the consumption of sugar confectionery is higher in the Nordic countries than the rest of Europe. Confectionery consumption also varies a lot, for example the per capita consumption in the Nordic countries is more than twice the consumption in Italy.




Cloetta was established in 1862 in Copenhagen by the three Swiss brothers Bernhard, Christopher and Nutin Cloetta. The movement expanded and in 1873 a factory was built in Malmö. This factory was moved in 1901 to Ljungsbro. The Cloetta family sold the business in 1917 to the Swedish Chocolate Factory AB with Svenfelt family as majority owner. In 2012 Cloetta merged with the much larger Leaf thereby becoming the largest confectionery company in the Nordic countries. The Svenfelt family still is the largest shareholder via the trust Malfors Promotor.


Brands of []

This is a list of some of the brands owned by Cloetta. It is not complete.


Polly Chewits


Ahlgrens bilar






Red Band Venco


The Jelly Bean factory


Market shares and competitors[]

Cloetta market shares:

Sweden, 28%, Finland, 25%, Norway, 25%, The Netherlands, 18%, Denmark, 15%, Italy, 13%

Main competitors:

Mondelez, Haribo, Fazer, Nidar and Perfetti


1.^  up to: a b c d e f "Annual Report 2014" (PDF). Cloetta. Retrieved 12 March 2015.


External links[]

Cloetta International Homepage

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Food companies of Finland

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The current logo of Chewits

Chewits is the brand name of a cuboid-shaped, soft chewy sweet manufactured by Cloetta.

Contents  [hide]

1 History

2 Television advertising

3 Social media

4 Former advertising slogans

5 Current advertising slogans

6 Promotion and sponsorship

7 Dietary restrictions

8 Current products

9 References

10 External links




The sweets were originally manufactured in Southport during the early 1960s. They began to sell throughout the rest of the UK during the year 1965, before gaining international popularity. After the closing of the factory in 2006 manufacture was moved to Slovakia. Chewits has greatly expanded its line of flavors, however the original flavours consisted of Strawberry, Blackcurrant, Orange and Banana. Over the years more exotic flavours such as Ice Cream, Cola, Rhubarb & Custard, and Blue Mint were introduced as limited ion flavours. In 2000[1] sour flavours,[2] Apple and Tutti Frutti were launched, other fizzy and hot flavours were available for a limited time. New Chewits pack designs, formats and flavours were launched in 2009. Currently Chewits core flavour range includes Strawberry, Blackcurrant, Fruit Salad, Ice Cream, Cola and Orange.[3]


Ice Cream Chewits, originally released in 1989, were re-introduced in 2009 following an online petition[4] and demand expressed on Facebook[5] and Bebo.[4]


Television advertising[]

The new-look Chewie the Chewitsaurus, introduced in 2009.

Chewits were first advertised on television in 1976. The original advertisements featured the 'Monster Muncher', a Godzilla-resembling mascot on the hunt for something chewy to eat. The first ad featuring the Muncher threatening New York was made by French Gold Abbott and created by John Clive and Ian Whapshot. The first ad was so successful the sequel was delayed. The 'Monster Muncher' chomps and tramples humorously local and well-known international landmarks such as Barrow-in-Furness Bus Depot, a London block of flats, London Bridge, the Taj Mahal, the Leaning Tower of Pisa, and the Empire State Building. The 'Monster Muncher' could only be quelled by a pack of Chewits.


A spin-off computer game, The Muncher, was released for the ZX Spectrum in 1988.

The original adverts used claymation special effects, similar in style to those made famous in the movies of Ray Harryhausen. They also included a voiceover style reminiscent of a 1950s radio serial.

A subsequent advertisement, originally aired in 1995, plays on the over-the-top advertising style of the post-war era. To the tune of bright 1950s era orchestration, a salesy narrator exhorts viewers to try a variety of chewy consumer items in the essential guide to a chewier chew. The ad shows the 'Monster Muncher' sampling items such as Wellington boots, a rubber boat and a rubber plant in order to be ready for the chewiest of chews - Chewits.


In the late 1990s, Chewits experimented with ads showing multiple news casting dinosaur puppets. The catchphrase advice at the close of each 'broadcast' was to "do it before you chew it". This style of ads was relatively short-lived for Chewits.


With a change of advertising agencies, the puppets were replaced by colourful 2D animations. The 'Monster Muncher' was re-introduced as 'Chewie' in two popular adverts from this time. In the first, which aired in 2000, Chewie roller skates on two buses through a busy city scene. The second, which went out a year later in 2001, shows Chewie waterskiing at a popular seaside resort. The ads included a rendition of the 1994 hit song 'I like to move it'[6] by Reel 2 Real, with the chorus, "I like to Chewit Chewit."


In 2003, after a further shift in advertising agencies, a new ad was aired showing a wide range of animals auditioning to be the new face of Chewits. The ad announced the return of the iconic dinosaur Chewie mascot, now dubbed 'Chewie the Chewitsaurus'.[7]


In 2009, Chewits introduced the new Chewie the Chewitsaurus look, showing a contemporary, computer-game-style slick design.[8] Chewie the Chewitsaurus features on all Chewits packaging and sponsorship activity.


Social media[]


In 2009, Chewits launched a social media campaign with the new-look Chewie the Chewitsaurus. The Facebook page[9] titled “Chewie the Chewitsaurus” and has established over 400,000 ‘likes’ in its lifetime. Copyrighting on the Facebook page[9] is derived from, and reminiscent of the 1950s radio serial narrator style from the previous TV advertising campaigns.


Former advertising slogans[]

"Chewits, even chewier than a 15-storey block of flats"

"No fruit chew chews chewier"

"Chew for victory"

"Chews flash"

"Do it before you Chewit"

"Chew Chewits coz' Chewits do it"

"He likes to Chewit"

"For monster chewers only"

"There's no escaping the chew hit"

Current advertising slogans[]

"Born to be chewie"

"Unleash the taste adventure"

"Don't bite off more than you can chew"

"Can you handle it?"

"Global chew conspiracy"

"For xtreme chewers only"

Promotion and sponsorship[]


Chewits have been involved in a range of promotional activity over the years including the Chewits log flume at Pleasureland in Southport. More recently, Chewits have sponsored several sport and activity-related programmes for children in the UK.


Chewits Sports Courses, in partnership with children's coaching organisation Premier Sport, run daily during school holidays and provide sporting activity courses to approximately 125,000 children in the UK.[10] The sponsorship is supported by sporting ambassadors Lawrence Dallaglio, Duncan Goodhew and Paul Sculthorpe.[11]


Chewits began sponsoring the Lancashire County Cricket's junior membership club, the Lancashire Thunderbolts, in February 2009.[12]


In 2009, Chewits launched a programme to help young sporting hopefuls ahead of the London Olympics in 2012. The Chewits Young Sporting Ambassador programme provides financial support and coaching to sponsored athletes.[13]


In 2011, Chewits partnered with Team Extreme[14] and held an extreme sports road show to promote the Xtreme range of products.


Dietary restrictions[]


Chewits contain no hydrogenated fats.[3] Chewits products contain no artificial colourings.[3] With the exception of Strawberry, Ice cream and Xtreme Sour Tutti Frutti, Chewits products are free from artificial flavourings.[3]


Chewits subscribes to the Betreatwise program, a UK program that encourages people to think about the treats they eat as a part of a healthy and well balanced diet, and to use the Guideline Daily Amounts (GDAs) on the back of packs for nutritional guidance.


Most flavours of Chewits are approved (but not supervised) for those who keep kosher, as per the London Beth Din's list.

Chewits are also suitable for vegetarians.

Current products[]

Blackcurrant, Fruit Salad, Strawberry, Ice Cream, Orange and Cola individual packs

Fruit Multipack

Citrus Multipack

Xtreme Sour Apple

Xtreme Tutti Frutti

Xtreme Sour Pineapple

Mini Whips Raspberry

Mini Whips Lemon

Chewie Gum Lemon

Chewie Gum Strawberry & Banana

Chewie Gum Tropical




1. up ^ Sweet Success, accessed July 14, 2011

2. up ^ Sour flavours, accessed July 14, 2011

3.^  up to: a b c d Chewits products, accessed July 14, 2011 Cite error: Invalid <ref> tag; name "Chewits_Products" defined multiple times with different content (see the help page).

4.^  up to: a b "Bring back ice cream chewits" on Bebo, accessed September 30, 2009

5. up ^ "Bring back vanilla ice cream" on Facebook, accessed September 30, 2009

6. up ^ 1994 Top 100 CPS Music Chart, accessed September 30, 2009

7. up ^ "Chewits brings back dinosaur character after two-year break", Brand Republic, accessed September 30, 2009

8. up ^ "Chewits receives makeover from Tayburn", Brand Republic, accessed September 30, 2009

9.^  up to: a b “Chewie the Chewitsaurus Facebook”, accessed July 14, 2011 Cite error: Invalid <ref> tag; name "facebook" defined multiple times with different content (see the help page).

10. up ^ Chewits Premier Sport, accessed September 30, 2009

11. up ^ "Chewits signs Lawrence Dallaglio to give children a sporting chance", Marketing, accessed September 30, 2009

12. up ^ Lancashire County Cricket CLub, accessed September 30, 2009

13. up ^ Play It! Magazine.pdf, accessed September 30, 2009

14. up ^ “Team Extreme” accessed July 14, 2011


External links[]

Chewits official site

Chewits Xtreme official site

The Adventures of Chewie the Chewitsaurus Chewits games

Chewie the Chewitsaurus Facebook page

Chewits Xtreme Facebook page

Chewits products


Premier Sport

Chewits Lancashire Thunderbolts

Lancashire County Cricket Club

Be treatwise

Categories: Brand name confectionery

British confectionery

1965 introductions




For the record company, see Malaco Records.

Assorted Malaco

Malaco is a Swedish brand of confectionery products owned by Leaf, their products are sold in Norway, Iceland, Denmark and Finland as well as Sweden. Among the products in the brand's product range include  such as Brio, Fruxo, Pim Pim, Zoo, Swedish Fish, and Happy & mixed, the latter launched in 1979 .



One unwrapped and two wrapped Plopp bars.

Plopp is a  bar manufactured by the Swedish company Cloetta (formerly part of Cloetta Fazer). Like Center, another Cloetta , it consists of milk chocolate with a soft caramel center.[1]


Over 95 percent of Plopp is sold in Sweden.[2]

Some English-speaking sources have criticized the name "Plopp" as being unappealing due to its "association with jobbies". [3][4]



Close-up of a Plopp bar.

Plopp was created in 1949 as a small bar. A larger version was introduced in 1974, a stick version in 1992, and a roll version with individual pieces in 1995. Plopp Lakrits (liquorice) was released in the early 1980s to Sweden only, but in 1999 in celebration of the 's 50th anniversary it became available worldwide.[2]


More recently several new flavors have been released: Plopp Currant in 2004, Plopp Caffe Latte in 2006, Plopp Tutti Frutti in 2008, and Plopp Saltlakrits (salty liquorice) in 2009. The  also received a redesign in 2009.[2]



1. up ^ "Our brands". Cloetta. Retrieved 25 December 2009.

2.^  up to: a b c "Plopp i backspegeln" (in Swedish). Cloetta. Retrieved 25 December 2009.

3. up ^ Woodlock, Mary. "Funny food package names". Virgin Media. Archived from the original on 5 July 2009. Retrieved 29 December 2009.

4. up ^ Coster, Helen (1 July 2009). "Lost In Translation". Forbes. Archived from the original on 23 January 2013. Retrieved 29 December 2009.



In 2012, Jenkki introduced cubical chewing gum.

Jenkki ("Yankee") is a Finnish chewing gum brand developed in 1951 by Huhtamäki. Nowadays Jenkki is in ownership of Leaf.


In 1975 Jenkki introduced the first chewing gum in the world that included xylitol. Xylitol gum was invented in Turku, Finland. The xylitol was originally derived from birch trees. Nowadays Jenkki xylitol gum is available in numerous different flavours, including peppermint, spearmint, eucalyptus, lemon, tutti frutti, strawberry and salmiakki.



Question book-new.svg

This article relies too much on references to primary sources. Please improve this article by adding secondary or tertiary sources. (December 2007)

Läkerol is a Swedish brand of candies currently produced by Cloetta.

The candies are sugar- and calorie-free pastilles with the major ingredient being gum arabic. The candies are produced in a variety of flavors.

Läkerol was founded by Adolf Ahlgren in 1909 and because of their founder, every  is stamped with the imprint of the letter "A". The name "Läkerol" comes from the Swedish word "läka", which means "heal". In the 1980s, Björn Borg did a series of advertisements for Läkerol.

Läkerol's primary markets are the Scandinavian areas of northern Europe and Finland, after that Switzerland, The Netherlands, Belgium, Singapore, and Hong Kong.




Many flavors are offered by Läkerol, variations in these flavors are largely dependent on where the product is being sold:

Salty Caramel (sweetened with Stevia)


Blue Fruits (blueberry, blackberry and blackcurrant)


Cassis (blackcurrant)

Sugarless (liquorice, herb, Menthol)

Passion Fruit (passion fruit, green tea)


Lemon Tea


Original (herb menthol)


Yuzo Citrusa


Kiwi Passion




Raspberry Lemongrass



Red & Spicy


Bon Bons



Sweet Licorice


Strawberry Licorice


Soft Berry (Läkerol for Kids)

Soft Fruit (Läkerol for Kids)

Soft Blue (Läkerol for Kids)

Golden Grape

Läkerol Dark Pure Liquorice

Läkerol Dark Smoked Liquorice

Läkerol Dark Orange Liquorice

Läkerol Split Cloudberry

Läkerol Split Raspberry

Läkerol Split Lingonberry

Läkerol Dents Mint

Läkerol Dents Lemon

Läkerol Dents Caramel Mint

Läkerol Fight of the Century Licorice Watermelon

Läkerol Fight of the Century Licorice Persimon

Peach Tea

External links[]

Website of Läkerol (Multi-Lingual)

Facebook fansite

The history of Ahlgrens bilar

Svensk version

Ahlgrens bilar – the history of a Swedish classic


The year was 1885 and the place was Gävle. In this small Swedish city, a driven entrepreneur named Fredrik Ahlgren was out for a walk, thinking about buying a paint and wallpaper business together with his brother Adolf. Little did he suspect what lay ahead some 100 years into the future.


The Ahlgren brothers took the step and soon enlarged their assortment with products like perfume, shoe polish, ink and laundry soap. In 1908 they launched a mouthwash with the melodious name of Läkerol, and just one year later they succeeded in manufacturing the first Läkerol tablets. This was quickly followed by two Swedish classics on the  shelf, Pim Pim and Ako, and several other well known products were launched thereafter.


For most genuine car enthusiasts, 1953 stands out as a milestone in human history. This was the year when the first mass produced Ahlgrens bilar car-shaped foam  rolled out of the factory in Gävle, under the greatest of secrecy. Most of the factory workers were gripped by this momentous occasion, and stories spread throughout the community about these strange and wonderful automobiles in shades of pink, green and off white.


Today, Ahlgrens bilar is the worlds’ top-selling car by far. And despite their somewhat low resale value, new generations are continuously discovering their beautifully timeless design, their tasteful profile and their position as the number one classic in the world of automotive sports.


Over the years, several delicious varieties have been introduced. For the bold driver there are sour sugared cars – to steer this machine you need to proceed cautiously and never let your tears make you speed blind. The hottest model is salt liquorice. With its sharp flavour, it gives the concept of burnout a whole new meaning and has the soft and supple road handling that is characteristic of Ahlgrens bilar. But this souped up salt liquorice is not for the Sunday driver! And there are naturally also highly prized original parts for Ahlgrens bilar – Tyres. These tyres have terrible braking performance, as their delicious flavour makes it impossible to stop them.


All of the cars and parts offer the same soft comfort of tasty foam that has been the hallmark of Ahlgrens bilar since 1953. There is only one way to stop them – in your mouth!


core values

Financial goals


Business concept and business model

Market overview

Our business





Message from the CEO

Group Management

Board of Directors

Corporate governance



The history of Ahlgrens bilar

The history of Jenkki

The history of Kexchoklad

The history of Läkerol

The history of Sperlari

The history of Venco


The history of Jenkki

Svensk version

Jenkki – The Most Popular Chewing Gum in Finland for more than 60 Years


Fun and always in touch with the latest trends – that’s what springs to mind when you think of Jenkki. The brand has lived, grown and evolved with the Finnish people for more than 60 years. Jenkki is the first and most studied chewing gum with xylitol in the world. In the span of 60 years Jenkki has reached iconic status – to the Finns it is synonymous with the words “chewing gum”.


Created in Turku, Finland, by the Hellas company in 1951, Jenkki has become the best known chewing gum in Finland. The name, meaning “Yankee”, was chosen due the popularity of the United States in post-war Europe.


The original Jenkki was wrapped in shiny wax paper. Back then, chewing gum was seen as a fad and something only kids did, a filthy habit that could get you detention if you were caught chewing in school.


Adults told tales of gum gluing the chewers’ lips together, blocking their intestines, rotting their teeth and being bad for their concentration. Despite all this, Jenkki soon became the top-selling chewing gum and a favourite pf Finnish young people, who idolised the American lifestyle.


Jenkki made history in media on the 13 August 1957 when the Finnish advertising-funded Mainos-TV first started broadcasting commercials on television. Jenkki was one of the three clips shown on the very first commercial break. In the clip, an African-American boy scares away a lion by popping a chewing gum bubble. This generated a huge increase in sales for the “Neekeri Jenkki” brand.


The first collectible sets published with the gum came out in 1959. They carried the name of Buffalo Bill. Later, a cap-wearing boy by the name of “Paukku Pave” became a figurehead and an iconic symbol for the gum. In time his name evolved into its current form: Bubble Boy.


In 1964, young people around the world were consumed by Beatlemania. Jenkki followed the spirit of the times closely and a introduced a series of “signed” Beatles photos. To this day, it remains the best-selling Jenkki series of all time. Young people bought packages of gum to collect pictures of cars, comic book heroes, athletes and the conquest of space. All in all, there have been more than 70 different collectible series with approximately 100 cards in each.


Financial goals


Business concept and business model

Market overview

Our business


Message from the CEO

Group Management

Board of Directors

Corporate governance


The history of Ahlgrens bilar

The history of Jenkki

The history of Kexchoklad

The history of Läkerol

The history of Sperlari

The history of Venco


The history of Kexchoklad

Svensk version

Kexchoklad − a chequered and active favourite since 1938


Kexchoklad is one of Sweden’s best loved chocolate products and the single largest product on the Swedish confectionery market. Kexchoklad is an active classic that has enhanced everyday life for the Swedish people since 1938.


The story of Kexchoklad began back in 1921 when Cloetta started producing chocolate-covered wafers under the name of “Five o´clock wafer chocolate”. The wafer product quickly grew in popularity and in the latter half of the 1930s the company started to write Cloetta-Kex on the packages. 1938 was the year when the strong and classic brand Kexchoklad was born and registered, and this was the first time that Kexchoklad’s iconic chequered wafer pattern appeared on the package in the word KEX.


Kexchoklad showed its active side in various advertising campaigns as early as 1940 and used skiing environments already at that time. In the years thereafter, Kexchoklad was the natural choice for an on-to-go snack.


In the 1940s Kexchoklad further upgraded its design. The word KEX, with its chequered pattern, was made more visible and the packages became more red. The product family expanded with new taste varieties and packages and in the 1950s Cloetta invested ambitiously in advertising and brand building for Kexchoklad.


By the early 1960s it was once again time to modernise the packaging. The chequered wafer pattern had attracted attention and become well known in Sweden, and a decision was therefore made to highlight it on the package and increase its visibility.


The 1970s were an eventful decade for the brand and saw the launch of new sizes and flavours. The company followed the popular multipack trend and introduced a 6-pack with Kexchoklad. In 1971 Kexchoklad boosted its sales by 68% and secured a position as Sweden’s top-selling  bar. Between 1974 and 1976, sales of Kexchoklad doubled in the span of just two years.


The active aspect of Kexchoklad was strengthened in the 1980s. Advertisements in 1984 included texts like ”Downhill skiers fall for delicious wafers!” and featured athletes like two-time world motocross champion Håkan “Carla” Carlqvist. In 1987 Kexchoklad was proud to contribute to the successful ascent of the world’s tallest mountain, Mount Everest, by a Swedish expion with the help of Kexchoklad, which generated a lot of good publicity.


In the 1990s the company wanted to increase the visibility of Kexchoklad and launched a major initiative through different events all over Sweden during both the summer and winter season. The now classic slogan “Tasty and Happy Kexchoklad” was created during this decade!


Kexchoklad is closely associated with the active life in Sweden. In preparation for the winter season of 1999, Cloetta established a partnership with the Swedish National Alpine Ski Team. The goal was to reinforce positive consumer attitudes towards Kexchoklad and national public attitudes to the brand through this collaboration. The chequered pattern was featured on the sleeves, shoulders and collars of the skiers’ team uniforms, creating a powerful link between Kexchoklad and downhill skiing. This natural connection comes from Kexchoklad’s clear position as an active outdoor product. In the past 15 years Kexchoklad has successfully developed its active nature through sponsorship of Swedish sports, such as the National Alpine Ski Team and the National Handball Team, but also other sports like football, track and field, and marathons.


Kexchoklad is a unique product – loved by all regardless of their age, gender or where they call home.


The history of Läkerol

Svensk version

Läkerol – makes people talk


The throat lozenge that so easily pops into your mouth and soothes your throat has a long, amusing and interesting history. Läkerol has survived two world wars, been delivered to royalty in a gold box and sponsored Sweden’s first sailplane flight. In addition, Läkerol has been a Purveyor to the Court of Sweden since 1916.




Läkerol would not have been Läkerol if it had not been for Adolf Ahlgren, a wholesaler in Gävle, Sweden, with a nose for good business. At a German trade fair in 1909 he found an intriguing product, a cough drop that was sold by weight in German pharmacies. The ingredients were menthol, liquorice and gum arabic – which is made from the sap of the African acacia tree. Ahlgren took the name Läkerol from another product, a liquid antiseptic, that was already in his assortment. Läkerol was launched – for appealing breath and a successful social life.


Sales of Läkerol started in Gävle and then spread to the rest of the country. Ahlgren didn’t let just anyone sell Läkerol. Sellers were selected and had to certify that they would not sell the tablets to other wholesalers or at an unacceptably low price. By being more expensive that the competitors, Ahlgren created confidence in his brand. And the success of Läkerol was a fact!


In an interview with the local newspaper Arbetarbladet in 1932, Adolf Ahlgren was asked: What would Läkerol have been without advertising?


”I would naturally still have my money, but I would also still have the goods. In other words, I would never have succeeded. No product sells itself.” This was something that Ahlgren was quick to grasp, and he was something of a pioneer when it came to marketing his products.


One of his early ideas was to solicit endorsements from well known people who described Läkerol’s excellent qualities. During his travels around the world, he made a point of meeting celebrities and encouraging them to write personal letters about Läkerol. Without paying them a single cent, Ahlgren persuaded royalty, Nobel Prize winners, politicians and singers to extol the benefits of the tablets and then published them in newspaper advertisements – often when the individuals in question figured in an article in the newspaper. In 1932 Läkerol also manufactured a few special gold boxes that were given to selected members of the royalty and scientists – an excellent way to create publicity.


1933 was the year of the first Swedish sailplane flight, and around the globe, Läkerol could be seen in large letters.


The 1960s saw the emergence of a new youth culture – the pop generation. To attract this new generation, Läkerol was promoted as the perfect breath freshener before kissing – or after drinking beer. In the 1970s, Läkerol concentrated on widening its product range and launched the new Läkerol Special in a major campaign featuring humorous advertisements and commercials.


For many years, Läkerol has chosen to focus on speech and voices. As early as the 1950s, Läkerol advertisements said:

“Your throat and voice are worth taking care of. A good voice is always pleasant for yourself and your surroundings.”

This is a goal that remains to this day. Since 1993, Läkerol is the throat lozenge that “makes people talk”.

Läkerol quickly spread outside Sweden’s borders. Only two years after its introduction, Läkerol could be purchased in all of the neighbouring Nordic countries. In 1913 the Russians were also given the opportunity to sooth their throats with Läkerol, and its expansion then continued rapidly to the Netherlands, Poland, the USA, South Africa, Colombia, Mexico, China, Venezuela


By 1939 Läkerol was sold in an impressive 35 countries! And the name was the same, no matter where in the world you purchased a box of Läkerol.


Several new flavours and varieties of the classic box have been added over the years, alongside several new product concepts. GIANTs, XTREME, split!, Fresh Drops, Dents, CARE and DARK are all exciting new varieties that have become part of the Läkerol family during the 21st century.


Cloetta is committed to preserving the legacy left by Adolf Ahlgren. The well known “A” on the tablets and packages is not just a mark of quality – it is also a tribute to Läkerol’s founder! But at the same time that Läkerol is proud of its traditions and history, today it is a modern, contemporary and forward-looking brand. The future vision is to realise the concept makes people talk – in other words, to encourage people to express themselves and make their voices heard.


The history of Sperlari

Svensk version

Sperlari – the story of the founder of Italian Torrone

1836, Enea Sperlari opened a shop in the centre of Cremona, Italy, where he sold handmade nougat and mostarda.

But history tells that the typical nougat from Cremonese, a mixture of simple and natural ingredients like sugar, honey, egg whites, almonds and hazelnuts, has more ancient origins.


Nougat was born on 25 October 1441, the date of the marriage between Bianca Maria Visconti and Francesco Sforza. On that special occasion, the court confectioners decided to end the sumptuous wedding banquet with a special sweet representing the city of Cremona.


So they decided to create a copy of the fourteenth century tower rising beside the town cathedral. The clock tower is known as “Torrazzo” or “Torrone”, the Italian name for nougat, a name that has become well established and world renowned over the years.


At the end of 1800’s, Sperlari’s products were a big hit with customers and became widely successful both in Italy and overseas. In the early 1900’s nougat and mostarda were popular and well liked abroad, especially in America. In fact, the business was so successful that in 1911 the old premises were abandoned in order to build a new 2000-square meter steam-powered factory.


In the 1950’s – with its sights set on the future – the company decided to embark on a completely new adventure and started producing . This led to Sperlari’s hugely popular “ casket”, which many Italians still remember fondly.


In spite of everything that has happened, the atmosphere at Sperlari has remained the same through the years. It is still a big family where everyone works together to improve the company and looks forward to new and exciting challenges.


The history of Venco

Svensk version

Venco – the biggest brand of liquorice in the Netherlands


In 1878 a Dutchman named Gerrit van Voornveld started to produce liquorice and peppermints at a steam factory in the Spuistraat district of Amsterdam.


Liquorice, peppermint and jujubes have long been known for their cough suppressing effects, and in the nineteenth century these delicacies where only available at pharmacies and drugstores.


In 1890 the factory was replaced by a new post office and Van Voornveld moved his business to Singel, an area by the river. Due to high demand for cough drops during the flu epidemic of 1891, the company grew, revenues increased significantly and the factory flourished.


The Dieperink brothers took over the company in 1899 and in 1904 the factory moved, once again, to the Jordaan district of Amsterdam. As a tribute to the company’s founder, the factory and the company changed name to Venco (Voornvelden Co).


Venco grew and also began to sell its products to confectioners and grocers. After 1945 the Jordaan district no longer offered opportunities for expansion and Venco moved, following a merger with Red Band in Roosendaal, first to Naarden and later to the municipality of Roosendaal in the Province of Noord-Brabant in the south of the Netherlands.


The brand’s rich history and broad product range have made Venco one of the leading brands of liquorices in the Netherlands, and one of the most well known



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