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Ekobryggeriet i Sverige AB

Swedish Eco Brew - Born in Sweden, enjoyed by the world!

Since our latest crowdfunding we've had a fantastic development both in the domestic as well as in the export market. In less than 12 weeks from our launch of Ekobryggeriet Nordic Tonic at ICA in Sweden, we have taken the position as market leader on premium tonic, beating established brands such as Fever Tree, Fentimans and Schweppes. Our organic soft drink brand FOX has since the re-launch in July sold over amazing 1 million cans! We now need to further strengthen our organization and expand our export efforts with focus on Asia where we also plan production within 1-2 years.

Investor proposal

If you wish to invest more than the maximum allowed amount per investor, please contact us at [email protected]
We are now offering another opportunity to expand your ownership or become part of our exciting journey in a company with great drive and entrepreneurship.Our existing range includes organic soft drinks under the brand FOX and organic tonic under the brand Ekobryggeriet Nordic Tonic. Additional products are under development, both under existing brands but also under new concepts.

  • Market leader at ICA with our tonic
  • Increasing exports
  • Collaborations with God Dryck and Aarke
  • Exit plans, within 3-5 years, include M&A deal or IPO
  • The minimum investment is 2250 SEK

Product

The problem this product solves

There are currently very few organic tonics on the market. In addition, there are few options that can replace functional and energy drinks such as Red Bull or NOCCO for the younger crowd. Additionally, we are of the conviction that a clear, strong brand is very important for us to stand out from our competitors. We believe that through design and brand we can attract new customer groups to buy organic products. We also see a continued strong demand for new inovative organic beverage products.

How the product solves it

Today's product range includes organic soft drinks and organic tonic with Nordic flavors.The tonic is found in the flavors Bitter, Rhubarb, Spruce Shoots and Elderflower. We also continue the work of our brand "Dirtwater Fox" and in addition to our existing flavors Cola Blanco, Sweet Lemon and Green Apple we have presented two new flavors in Cantaloupe Melon and Pineapple Coconut which we do in collaboration with Lets Feast with 250,000+ followers on Youtube. In addition FOX is now available on slimcan 250 ml. Through our "a third to the world" concept, our customers support environmental and social aid projects.

Product features

Our tonics are unique because we have listened to both industry people and consumers and their opinions about taste and trends. What size the bottle should have,how much carbonic acid it should be and the fact that sometimes you need an extra bitter taste to get a good tonic that keeps the taste even when the ice melts!

Our starting point when we developed our soft drinks range was to deliver a product that was not like all the other softdrinks but actually differentiate itself with design, organic production and without dyes, preservatives or other unnecessary additives.

Product use cases

We have learned that our products fit into grocery stores just as well as they do in restaurants and coffee shops. In a customer survey, we were asked why the customer chose our product. The dominant response was that the combination of design, taste and ecology was crucial. Our tonic is market leader at ICA since week 16 2018 and our organic soft drinks has better sales figures in many stores than for example Coca Cola's 33 cl can and are figthing both energy drinks as well as conventional soft drinks.

Team

Thomas Jensen avatar
Thomas Jensen Export Manager | Owner
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for Ekobryggeriets export markets and expansion. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of a ... See more
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for Ekobryggeriets export markets and expansion. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of a large organization is a dream come true!" "I like being the underdog against the big soft drink giants!" See less
Marcus Nyberg avatar
Marcus Nyberg Marketing Manager | Owner
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders two years ago. Through his own company, he started to distribute Ekobryggeriet´s products ... See more
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders two years ago. Through his own company, he started to distribute Ekobryggeriet´s products in southern Stockholm. Now responsible for marketing and new business in Ekobryggeriet. "I have launched thousands of products over the years, but few have both the direct impact and continued good sales like these products have been shown to have!" See less
Daniel Gustafsson avatar
Daniel Gustafsson Sales | Owner
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! "Few products are this easy to sell to stores. I think it is the combination of brand, design and ecology that is the key!" "Always fun ... See more
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! "Few products are this easy to sell to stores. I think it is the combination of brand, design and ecology that is the key!" "Always fun when the stores are calling and asking when we will come and fill up next time because the products are finished! Then you know you have a good product!" See less
Peter Forsgren avatar
Peter Forsgren Sales Manager Nordic Sales Company
Peter has worked in both large and smaller organizations, sales and leadership have always been the focus. Individual stores around the country, central customers as well as exports. Peter is passionate about the customer meeting and to coach the employees to achieve their goals. Brands Peter has worked with include ... See more
Peter has worked in both large and smaller organizations, sales and leadership have always been the focus. Individual stores around the country, central customers as well as exports. Peter is passionate about the customer meeting and to coach the employees to achieve their goals. Brands Peter has worked with include Abba Seafood, Kalles caviar, Exotic Snacks, Lohmanders Sauces, Fjällbrynt and Rydbergs. See less
Mikael Bonnevier avatar
Mikael Bonnevier CEO
As CEO, Mikael has worked with several interesting owners such as Erling and Stefan Person (H & M), Sven Axel Svensson (Glitter) and also in leading position as part of Svenska Spel. Lindex and Twilfit.

Market

Target Market

In Sweden, we drink 600 million litres of soft drinks each year. Our goal is that within a few years we would control 0.25% of the market, which is equivalent to 1.5 million litres, or in our case, 6 million bottles annually. 7.7% of all food sold in Sweden is organic. If we turn to the European market, it is many times bigger! We already have export to Finland, Denmark, Norway, Romania, Spain, Greece, UAE, Kuwait, Maldives, Namibia and Hong Kong. Soon launching in UK.

Competitive landscape

There are organic sodas and tonics on the market, but far from everyone has a proper plan for its expansion and a thorough concept for its products and launches.We're already Sweden's largest brand of organic tonic and softdrinks. We not only see us as an organic actor but also tackle the match with the conventional products. In the Swedish market, we hold the same price range to the final consumer of our tonic as Fever Tree. We also see that our main competitors in the Fox range are not the other organic products but rather the major players!

Unique differentiator from competitors

We don´t color our Dirtwater Fox soft drinks and use no unnecessary additives in any of our products!
We differentiate us from our competitors through our organic production and our commitment to charitable causes through our "a third to the World" concept. Organic products are a strongly growing trend worldwide.

Company revenue streams

We have our own direct distribution to the point of sale, via the central distribution of food chains and whole sale of HORECA. Thru Agents whit their own distribution we already have export to Finland, Denmark, Norway, Romania, Spain, Greece, UAE, Kuwait, Maldives, Namibia and Hong Kong for our full product range.

Product/service distribution

Our sales include both direct sales to stores, supermarkets' own distribution, retail merchants, restaurant wholesalers and export. Our prices differ depending on the mode of delivery, and customer contracts. Our margin is around 35% but with increasing volumes and larger purchases, we expect an improved margin in 2019/20 to around 40%.

Execution

Previous milestones/traction

January 2016: Start of business
April 2016: Start of sales in stores
May 2016: Food Production Certificate
May 2016: Certificate of Organic Production
January 2017: Support of ALMI
May 2017: Launch of our TONIC
August 2017: First export to Romania
September 2017: Change to larger offices and warehouses
January 2018: Exports to 10 countries
February 2018: Central listing ICA for our Tonic
June 2018: Re-launch of our FOX range together with Youtube stars "Lets Feast"

Next key objectives

  • Crowdfunding September 2018
  • Launch new tonic flavor October 2018
  • UK roll out November 2018
  • Sales of 10 700 000 units 2019
  • Startup manufacturing in Asia 2019
  • Sales of 14 750 000 units 2020
  •  M&A deal or IPO before end of 2023



Previous Financing

- Current majority shareholder SEK 1,300,000
- ALMI 3 500 000 SEK
- Crowdfunding 3 900 000 SEK

Partnerships

  • God Dryck whit productdevelopment and sales.
  • Aarke whit syrup to their sparkning water machine.

Use of funds

Ensure continued expansion and security of supply both for our domestic market, but mainly for our export efforts!Strengthening our organization both in Sweden and abroad.

Industry Certifications/Awards


Return on Investment

We have a plan for the company that includes an M&A deal or IPO within 3-5 years, at a valuation 3-5 times the current one.

Risk Analysis

Our biggest risks today are our suppliers and their capacity and pricing. We depend on their understanding of our expansion and pricing. Another risk has to do with competitors who are developing similar products and have greater marketing opportunities, and sales force. Our solution to this is long binding contracts with our suppliers in order to gain control of our production and pricing as well as to set up our own sales force focused only on our portfolio.