Scan Magazine
|
Special Theme
|
A taste of Sweden
The Swedish candy success
By Malin Norman
For more than 100 years, Aroma has produced some of Sweden’s favourite candy. Millions of people have devoured its jelly raspberries, fruit boats and not to mention the irresistible red hearts – the perfect gift for Valentine’s Day.
Sweden has some fantastic candy producers, and one of the success stories is Aroma Godisfabriken. Founded in 1921 by Gottfrid Eklund and Max Forslund in central Stockholm, the company is still privately owned and has its production in the capital – making it one of few confectionary companies still manufacturing candy in Sweden. The company’s tasty candy assortment includes a range of treats loved by gen-
erations, including mouth-watering jelly raspberries, liquorice boats and fruit boats, foam bananas, chocolate peanut squares, and chocolate-covered toffee. New this year is a limited edition of the jelly berries, which have until recently only existed in raspberry flavour. Meanwhile, the green jelly frogs, which became an instant success when launched in 1935, are still one of the best-sellers. The company’s signature product is the box of red jelly hearts. Since its launch in 1959, it has brought joy to millions of people. Naturally, this is also the perfect gift for Valentine’s Day. “We produce around one million jelly hearts every year,” says Eivind Granas, CEO of Aroma. “Production starts in September, to make sure all shops are stocked up. This year, for the first time we’re also exporting our red jelly hearts.”
been named Gothenburg’s and Sweden’s Best Burger. The atmosphere is warm and welcoming, and it’s all rock ‘n’ roll music. 2112 has around 100 different beers and is a showroom for Odd Island, a brewery run by Iwers and Daniel Svensson, former drummer of In Flames.
“When we opened 2112, we wanted to offer great food and drinks, and above all a place where everyone feels welcome,” says Iwers. “At that time, Gothenburg had venues for rockers and for suits, but nothing for both. We wanted to change that.” First in town dedicated to gourmet burgers, the team at 2112 know what they’re doing. Everything is made in-house from the best produce and not surprisingly, 2112 has 40
|
Issue 163
|
February 2024
New in the family is Mg5 by 2112, which opened last summer. Here you can devour simple yet tasty street food, such as Philly cheese steak and Korean BBQ Bonanza, for lunch or dinner. The bar specialises in cocktails and natural wine, but you can also enjoy craft beer. All served in that fantastic rock ‘n’ roll atmosphere, with somewhat softer tunes than the sister venue. “2112 and Mg5 are inspired by our trips around the world,” says Iwers. “Going out for
Photos: Aroma Godisfabriken
Whilst Swedes consume the most candy in the world - with around 15 kilos consumed per person every year - Aroma’s candy is available as far away as New Zealand, China, and the US. “Swedish candy has gained a great reputation for the natural flavours and high quality, and can be found across the world nowadays,” says Granas. “It’s a success story much like Swedish music, fashion and design.”
www.aroma.se Instagram: @aroma_godisfabriken Email: marknad@aroma.se
From heavy metal to food and beer While on tour with former heavy metal band In Flames, bass guitarist Peter Iwers and lead guitarist Björn Gelotte had the idea to start a restaurant and bar in Gothenburg. Today, they run restaurant 2112 together and recently added Mg5 by 2112 to the family.
|
By Malin Norman Photos: Jonas Eklöf
dinner abroad is such a pleasure and we get lots of ideas. For instance, Chicken & Waffle takes inspiration from Southern USA, where they’ve mastered the sweet and salty combo. This is what we want to promote – flavour.” Nowadays, Iwers and Svensson play in The Halo Effect and continue to gather inspiration during tours around the world. Instagram: @restaurant2112, @mg5by2112, @oddislandbrewing