Swedish plant-based distributor Kale Foods has acquired Färsodlarna, a Stockholm-based brand known for its locally grown legume products, from Novax, the investment arm of the Axel Johnson Group. The deal covers the brand and its retail business, with integration into Kale Foods’ operations beginning immediately. Financial terms were not disclosed.
Locally grown and soy-free
Färsodlarna was founded in 2020 as the commercial spin-off of a product developed by Swedish non-profit Axfoundation. Its range, which includes mince, burgers, and meatballs, is built around sweet lupine, grey peas, and field beans grown in Sweden, with rapeseed paste as the only other ingredient. The absence of soy has been central to the brand’s identity in a retail category still largely reliant on imported protein sources. Products are sold under the consumer brand Svenskodlad Vegofärs and have gained distribution across major Swedish grocery chains.
Fitting into Kale Foods’ acquisition strategy
Kale Foods, a subsidiary of Swedish plant-based holding company Kale United, operates as a brand builder and distributor across the Nordic region. Its portfolio includes own brands Astrid & Aporna and Lily & Hanna’s, alongside distributed brands such as Juicy Marbles and Heura. Kale United was founded in 2018 and has since built a broad position in agrifoodtech through acquisitions and investments.
CEO Conny Swahn, who joined the company in late 2023 from a role at Lantmännen’s Gooh brand, described the deal as part of a targeted brand acquisition strategy: “This acquisition is a direct continuation of our outlined M&A strategy. By adding Färsodlarna to the Kale Foods family, we not only broaden our retail offering, but we also create clear synergies in distribution, marketing, and sales. We see enormous potential in further scaling up Färsodlarna’s fantastic products.”
Novax exits after early-stage backing
Novax, which invests in small and medium-sized growth companies within the Axel Johnson Group, had backed Färsodlarna since its early commercial stages. Oddgeir Hole, CEO of AB Svenska Färsodlarna, said the transition to Kale Foods represented a natural next step for the brand.
“We are incredibly proud of the journey we have made with Färsodlarna and how we have managed to put Swedish-grown proteins on the map. As it is now time for the next chapter, Kale Foods is the perfect buyer to manage and further develop Färsodlarna. They have the right infrastructure, passion, and ecosystem required to take the brand to the next level.”
