​Löfbergs starts to sell hyped-up beverage

The health drink Kombucha has become a great success in large parts of the world, and the American Humm Kombucha is one of the leading brands. The company is now taking its first step over to Europe, where the coffee roaster Löfbergs will be Humm Kombucha’s sales partner in Sweden. The cooperation is a part of Löfbergs’s investment in the rapidly growing Ready To segment.

- It is an exciting brand that supplements our beverage portfolio in a good way. It strengthens our brand and us as a supplier of tasty, trendy beverages, says Lars Appelqvist, CEO at Löfbergs.

- Löfbergs is an innovative company and we share the passion for great taste and natural, healthy products. That is why this cooperation is spot-on, says Anders Bäckström, COO at Humm Europe.

Strengthens the sales force
The commission is to sell Humm Kombucha to the Swedish grocery retail trade to start with, but the cooperation may expand to other European areas and markets in time.

- We have hired more salespeople to increase our service level and in-store presence. Good for us and our customers. If we are entrusted in other countries as well, we have an organization for the task, says Lars Appelqvist.

Löfbergs can already see great interest for Humm Kombucha within the Swedish grocery retail trade. ICA and Coop are two large players that have introduced the beverage into their assortments.

Major investment in Ready To
The cooperation with Humm Kombucha is a part of the major investment in the rapidly growing Ready To segment for Löfbergs. Earlier this year, Löfbergs founded a new business area with focus on On the go products. The plan is to grow both organically and through acquisitions.

- We are launching several new natural and flavourful products to meet new consumption patterns. Not least among younger, conscious consumers with focus on well-being and health, says Lars Appelqvist.

Löfbergs’s assortment in Ready To consists of ICE Coffee, Cold Brew and Caffeine Water. In January 2018, Löfbergs acquired SuperBonobo with an assortment of rawbars and other natural, organic snacks.

Good, healthy and organic
Humm Kombucha was founded in the US about 20 years ago and still brews its kombucha according to an old family recipe. In the autumn of 2017, Humm Kombucha built a new modern production facility in Sweden, which will serve the European market. The facility brews kombucha, a fermented tea filled with vitamins and bacteria that balance the body, in several different flavours. All products are completely organic.

More information:
Anders Thorén, pressansvarig, Löfbergs, tfn: 0703-55 64 22, anders.thoren@lofbergs.se
Anders Bäckström, COO, Humm Europe, tfn:0701-80 21 33, anders.backstrom@humm.se