Fuud secures central listing for iQ Fuel at S-gruppen and strengthens organisation in Finland

The fast-growing brand iQ Fuel, which was acquired by Fuud in the spring of 2021, will be centrally listed at the market-leading Finnish food chain S-gruppen, which has approximately 1,100 stores in the country. At the same time, Fuud is strengthening its organization in Finland by hiring Casimir Reincke as Country Manager, who will begin building up Fuud's Finnish organization. Three salespeople are recruited immediately to handle the introduction of iQ Fuel together with other brands in Fuud's portfolio. Casimir has previously successfully built up the Beijing8 brand in Finland and has a long and broad knowledge and experience of fast-moving consumer goods.

The fast-growing Swedish brand iQ Fuel markets and sells functional beverages. IQ Fuel is a smart energy drink that provides energy without negative effects. IQ Fuel's role is to provide safe and reliable energy drinks that improve one's performance, and are free of caffeine, taurine, and sugar. The combination of high-quality content and lack of caffeine and taurine attracts a wide target group and means that iQ Fuel can be sold without age limit. Starting in November, iQ Fuel will be centrally listed with S-gruppen. The launch of iQ Fuel as a brand in Finland is carried out in collaboration with the NHL profiles in ice hockey, Sebastian Aho and Mikko Lehtonen.

Peter Blom, CEO of Fuud, comments:

  • It feels exciting to establish ourselves in Finland as early as the third quarter. The central listing at S-gruppen is an important first step for us to build and develop our product portfolio in this new market in the Nordic region. Building a sales and marketing organization in Finland, led by Casimir, is an important step in our strategy - to take a position as one of the Nordic region's leading companies in Functional Foods through consolidation and organic growth.

Casimir Reincke, Country Manager Finland, comments:

  • We now have a broad and interesting product portfolio to launch in Finland, and the listing at the S-gruppen is a major step in expanding our distribution and presence. Beijing8 is already centrally listed with S-gruppen and we can now scale up the sales and marketing processing of iQ Fuel and other brands in Fuud's portfolio, with the help of our newly established sales organization. I look forward to contributing to the vision of being a Nordic market leader in 2025. We will build an organization with a forward-thinking spirit and a successful sales organization that can handle both current and future brands in the Finnish market.

For further information, please contact:

Peter Blom, CEO Fuud AB

Tel: +46 706 555 698

Email: peter.blom@fuudunited.com

About the Fuud Group

With the vision of being the Nordic market leader in 2025, Fuud brings together a number of exciting Swedish brands within Functional Foods, in order to jointly challenge the existing players in one of the food industry's fastest growing categories.

Fuud is growing through a combination of organic growth and acquisitions with a strong focus on high-quality content, exciting innovations and attractive design. Fuud's goal is to offer new and better alternatives than those already on the market, and at the same time contribute to both better health and increased quality of life for the Nordic population.

With a naturally built-in forward-thinking spirit, a strong and motivated sales force and a number of experienced key players in management and the board, Fuud has created a balance between muscle, drive and experience. The Fuud Group currently has 9 brands: iQ Fuel, Homie, Beijing8, Juica, Juicekultur, Bacoccoli, Frill, Nathalie’s, Bezzt of Nature.

The company is based in Stockholm and is listed on the Nasdaq First North Growth Market, short name Fuud. FNCA Sweden AB is the company's Certified Adviser. Tel. +46 (0) 8 528 00 399, email info@fnca.se