Löfbergs and Sproud expand partnership – Löfbergs is appointed Sproud’s retail sales partner in Sweden

Löfbergs and Sproud expand partnership – Löfbergs is appointed Sproud’s retail sales partner in Sweden 

Löfbergs and Sproud expand partnership – Löfbergs is appointed Sproud’s retail sales partner in Sweden 


4 MAY 2021 – MALMÖ/KARLSTAD: Löfbergs and Sproud today announce that Löfbergs has been appointed Sproud’s sales partner for the retail sector in Sweden, following a successful collaboration on sales towards cafes, restaurants and hotels.

Sproud is the Swedish company behind a pea-based range of alt-milk products, which, since it launched in Sweden in 2018, has reached global success, and is now available in 18 markets, including via renowned supermarket chains such as Waitrose in the UK, and Whole Foods Market in the US. Sproud has become immensely popular on its native market, and is currently sold at some of Sweden’s best-known retailers such as ICA, Coop, Hemköp, Willys and Mathem.

With the support from Swedish coffee group, Löfbergs, Sproud is now going to increase its presence in Sweden, to fill even more supermarket shelves across the country.

Löfbergs and Sproud first started their ‘Out of Home’ collaboration in October 2020. Since then, 150 new customers, including brands such as Mr Cake, Lejonet & Björnen, Cafe Le Entre Åhlens och TAK have all joined the Löfbergs and Sproud fan club.

– As companies, Löfbergs and Sproud share very similar values, with a clear focus on unrivalled taste and sustainability, and this was the motivation for the collaboration we entered into this autumn. Our brands and products are a perfect match and the progress made within ‘Out of Home’ has truly exceeded our already high expectations. It makes complete sense and feels incredibly exciting to now expand our partnership with the Löfbergs team, said Per Nilson, Sales Manager Nordics at Sproud.

– The response from baristas and those working at restaurants and cafes has been fantastic. This is evident of how well our tasty and natural products work together, both in hot and cold drinks. Now we are taking the collaboration to the next level to make it easier for more consumers to make sustainable choices in the supermarket, said Björn Norén, Head of Retail at Löfbergs.

Löfbergs takes over as sales partner from Movement, and will now be responsible for the sales of Sproud’s current range, including their Barista, the new and popular zero sugar variant, Unsweetened, and the ‘Chocolate’, as well as new products set to launch in 2021.

About Sproud
Sproud is headquartered in Malmö, Sweden, where it employs a team of six. The company’s investors include VGC Partners, a growth venture firm based in London, Findeln Holding, a Malmö-based, family-owned investment company in which Sproud co-founder Nicklas Jungberg is a majority shareholder, and Swedish investment group Dream Beverage. To-date, the company has raised £8.7M. www.besproud.com 

About Löfbergs
The coffee roaster Löfbergs is a Swedish Family Business founded in 1906. We are 350 coffee lovers operating in Northern Europe and Canada, sharing the passion for taste, trends and sustainability. We have a turnover of SEK 1.9 billion and are one of the world’s largest purchasers of organic and Fairtrade-labeled coffee. The Löfbergs group includes the brands Löfbergs, Peter Larsen Kaffe, Percol, Green Cup, Kobbs and SuperBonobo. www.lofbergs.se

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