Pändy has rapidly taken Sweden by storm, becoming the top brand for sugar-reduced candy and a favorite among health-conscious consumers. Known for its vibrant packaging and delicious flavors, Pändy frequently appears on social media with popular Swedish influencers, boosting its popularity and further cementing its place in the healthier snack market.
How did it all start?
Pändy was founded in 2015, with our first product hitting the shelves in 2016. Pändy was the first company to join the Humble Group (then known as Bayn) and was founded by Humble Group’s CEO, Simon Petrén. Initially, our product line focused on protein-based candy, but following a major brand and product overhaul in 2020, we expanded our target audience from everyday athletes to anyone looking for a healthier lifestyle.
You’ve become the market leaders in your category in Sweden and Norway—congratulations! What has been the single most important factor in this success?”
Thank you! It all comes down to the flavor and quality of the product. Our vision is simple: we take classic flavors that people love and create healthier versions. We keep the elements that people recognize in taste, shape, and color but eliminate the sugar. This sense of familiarity encourages people to try the product, and the quality and flavor keep them coming back.
Pändy is frequently featured on social media, often promoted by major influencers. What role has digital marketing played in your success?
Digital marketing has been incredibly important for us and has helped us stand out in this category. We’ve used marketing methods long popular in the fashion and beauty industries, which were still rare among food brands when we started. We’ve successfully combined traditional trade marketing with influencer marketing in a unique way, enabling a strong brand reach and awareness while also achieving high conversion rates for our retailers.
How has the journey with Humble Group been for you?
As the first company to join Humble, we’ve been able to grow alongside the group and benefit from new opportunities through their acquisitions. We quickly recognized the valuable synergies within the group and have made the most of them, which has definitely accelerated our growth.
What’s Next?
Our goal is to become the market leader across Scandinavia next year and to expand into several key markets in Europe. Additionally, we have recently launched in the U.S. and have ambitious plans for growth there. We are still at the beginning of the Pändy journey, and I couldn’t be more excited about what the future holds!
Ebba Lagercrantz, CEO
