| Sweden

New retail partnerships bring Danish RTD brand BOLD to Sweden

The brand’s ready-to-drink functional iced coffee range is now stocked in nearly 400 Pressbyrån and 7-Eleven convenience stores in Sweden, with further distribution across the Nordics expected this year

BOLD CEO Lasse Søkilde (left) and Chief Marketing Officer Emil Von Der Fehr (right) | Photo credit: BOLD


Copenhagen-based RTD coffee brand BOLD has signed its first retail distribution agreement in Sweden, which will see four products – BOLD True, BOLD Choco, BOLD Oat and BOLD Protein – stocked in nearly 400 Pressbyrån and 7-Eleven convenience stores. 

“We are very excited to bring our functional iced coffees to our neighbours. But our ambition doesn’t stop at Sweden’s borders. 2024 is a landmark year for us as we set our sights beyond, aiming to bring BOLD Drinks to other Nordic countries,” BOLD said on LinkedIn. 

Founded by Lasse Søkilde in 2019, BOLD’s coffee-based energy beverages are currently sold in more than 4,000 convenience stores in Denmark, including 7-Eleven, Circle K and OK+, as well as on its e-commerce site. 

BOLD received its first investment on Løvens Hule – the Danish version of TV show Dragon’s Den – in 2021 before raising DKK4.5m ($667,000) in April 2023 and DKK5m ($731,037) in January 2024 to expand its retail presence in Denmark and enter new markets. 

The RTD brand has partnered with Haugen-Gruppen AB Sweden, one of the largest foodservice distributors in the Nordics, to further scale its retail reach across the region. Haugen-Gruppen's brand portfolio includes Twinings Tea, Kettle Chips, Cadbury, HP Sauce and Ryvita. 

Pressbyrån is owned by Norwegian retail conglomerate Reitan Group, which also holds the franchise rights for more than 400 7-Eleven stores in Norway, Sweden and Denmark.

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