Havredals enters partnership with Evanoff Group for sales in grocery stores

1 February, 2022

From 1 February, the Evanoff Group will be responsible for the sales and marketing of Havredal products in supermarkets in Sweden. The Evanoff Group is one of the leading entrepreneurial groups in the food industry in Sweden, and has invested in a number of Swedish food companies.

Havredals sells plant-based, healthy Swedish products. Today, there are three products on the market: Havredals Original, Kafé and Kondis, and Hädde cooking cream. More products are coming in the spring of 2022, both in plant-based dairy and in other categories. Havredals was launched on the Swedish market in early 2020, and has quickly established sales in over 750 grocery stores. Today, Havredals products are centrally stocked at ICA and Bergendahls, and are also sold at Mathem.se and in a number of Coop, Axfood and independent stores.

Havredals is now taking a step forward in its work with grocery retailers through its partnership with the Evanoff Group, which provides increased resources to work more closely with retailers and increase its in-store presence. The partnership includes strategy and planning, relationship with existing stores, introductory sales to new stores and in-store activation and marketing activities.

"The cooperation with Evanoff Group gives us access to expertise, experience and a very strong network within the grocery retail sector. Combined with our own knowledge in product development of plant-based foods, it gives us a competitive offer to stores throughout Sweden," says Per-Johan Thörn, Havredal's founder and CEO.

Dani Evanoff, founder and CEO of Evanoff Group commented, "We have been following Havredal's development over the past year, and are very impressed with the products. There is now room for the premium quality, wholefood, plant-based products that Havredals offers. With our expertise in sales development, we believe that we can take the brand to a new level, and that many new consumers will become aware of Havredals".  

Sales of Havredal's products to Hotels, Restaurants and Cafés (HORECA) are currently made in cooperation with Martin & Servera, Svensk Cater, Bageriprodukter and outofhome.se.

For further information

Pär Uhlin, Acting Head of Communications, Havredal

Ken Nygren, Head of Marketing & Brand, Evanoff Group

About Havredals

Havredals produces plant-based foods based on Swedish and Nordic raw materials. The company is based in Uppsala and launched its first product, Havredryck Original, in early 2020. Today, Havredals products are available in stores across the country. The vision is to combat climate change and health problems in our modern society.

About Evanoff group

The Evanoff Group is an entrepreneurial group of companies focused primarily on investing in and operating small to mid-sized companies in the food industry. Evanoff Group's model is based on combining committed and driven entrepreneurs with excellence, experience and networks, creating a strong foundation to take portfolio companies to the next level.

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About Havredals

Havredals produces plant-based foods based on Swedish and Nordic raw materials. The company is based in Uppsala and launched its first product, Havredryck Original, in early 2020. Today, Havredals products are available in stores across the country. The vision is to combat climate change and health problems in our modern society.

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