Havredals launches Hädde - an alternative to cooking cream with the shortest ingredient list on the market

24 February, 2021

Havredals is now launching its new product Hädde Matlagning, an oat-based alternative to cooking cream. The focus is on naturalness and origin, with 100% Swedish ingredients and the shortest ingredient list on the market.

Havredals, which launched its oat drink in early 2020, is releasing its oat-based Hädde Matlagning, produced in Sweden from Swedish oats and rapeseed oil.

Just like the Seaweed drink, Hädde Cooking is developed with an extra high fibre content and completely free of e-numbers, resulting in a short, clean ingredient list.

- We want to show that it is possible to make good, tasty plant-based products without a range of emulsifiers and stabilisers. With Hädde, we hope to inspire more people to start cooking plant-based," says company founder Per-Johan Thörn.

The name Hädde is inspired by the simplicity of the product, while the company has to comply with the rules that limit how plant-based dairy alternatives can be marketed in Sweden and the EU, rules that are likely to become even stricter in the future.

- Most people call our product an oatmeal but since we are not allowed to formulate ourselves that way, we simply have to come up with a whole new word. At the same time, we think Hädde sounds nice, simple and feels good in the mouth - just like the product itself! says Jens Johnsson, Communications Manager at Havredals.

Both Hädde Matlagning and Havredryck Original are available at ICA, selected Coop stores and online via Mathem.se and Happygreen.se. The full list of retailers is available at Havredals.se.

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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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