Nordic Startup News Early Stage Startup News From The Nordics
Svelli, a Danish foodtech startup with ambitions to revolutionize the sugar-free product market, has secured investment from several Danish investors. Svelli aims to challenge the status quo in a food industry where sugar and ultra-processed foods continue to dominate.
Rather than simply offering “healthier alternatives,” the company focuses on creating full-fledged replacements. This requires not just natural ingredients but ensuring that sugar substitutes can be a direct and equally delicious alternative to sugar. Svelli plans to expand into other sugar-free and clean-label products such as ice cream, syrups, and bars in the future.
From Hospital Shelves
to Entrepreneurship
“Why did I start Svelli?” asks Adam Silfvander, founder of Svelli. “Just over a year ago, I was standing in a 7-Eleven at Rigshospitalet when I had a true eureka moment. In a place that represents health and well-being, the shelves were packed with candy, soda, and processed foods.
The most striking thing? A whole shelf filled with candy disguised as children’s toys.” This experience became the catalyst for Svelli, a company dedicated to offering real sugar-free alternatives that taste like the original products – without the health consequences.
“The reception of Svelli has been incredibly positive, and we are grateful for the strong support from investors. With this capital, we can accelerate our mission and bring Svelli to even more consumers who are looking for a healthier alternative to sugar,” says Adam Silfvander.
For Silfvander, it’s about more than just creating products. He wants to spark a debate about the dominance of the sugar industry and highlight the aggressive marketing of sugary products.
“We have restrictions on tobacco and alcohol – so why not on sugar? Why should you stand in a train station and be met with a banner advertising 1.5 liters of soda for just 1 euro?” Silfvander asks.
For more information, visit: https://svelli.com
