Cloetta’s main markets
Our main markets
Cloetta’s main markets are the countries in which we have our own sales and distribution organisation and include Sweden, Finland, the Netherlands, Denmark, Norway, Germany and the UK.
Cloetta has a strong position in the Swedish market and is the market leader in confectionery, chocolate bars, chocolate bags, pastilles and Pick & mix.
The leading brands in Sweden are Läkerol, Malaco, Gott & Blandat, Ahlgrens bilar, Kexchoklad, Polly, CandyKing, Juleskum, Plopp and Sportlunch.
Cloetta has a long history in Sweden, which began in 1873 when the Cloetta brothers established themselves in Malmö, and thereby became the first factory-based producers of chocolate in Sweden. In 1885, F. Ahlgren’s Technical Factory was founded in Gävle, which launched Läkerol in 1909. In 1934, a factory specialised in licorice started in Malmö, which later became Malaco.
Both Cloetta and Läkerol hold the prestigious position of purveyor to the Royal Swedish Court.
In Sweden, Cloetta has approximately 650 employees working at the Group’s head office in Stockholm, at the Swedish head office in Malmö, within the sales organisation, and at the factory in Ljungsbro.
Cloetta is the second largest player in the Finnish market on packaged confectionary and market leader in Pick & mix.
The top leading brands in Finland are Jenkki, Mynthon, Sisu, Läkerol, Aakkoset, TV Mix, Tupla and CandyKing.
The Group’s presence in the Finnish market dates back to 1899 when Helsingfors Nya Karamellfabrik’s suboffice was established in Turku. In 1928 the legendary Sisu pastilles brand was introduced; in the early 1950’s the current number one gum brand Jenkki was launched, and Tupla, the number 1 chocolate countline in the country, was first sold in 1960.
With almost 50 years of cooperation with Finnish and international researchers, is Cloetta in the forefront of developing xylitol products, widely recognised for their caries preventive effects. The Group’s health enhancing products include 100 % xylitol-sweetened chewing gum Jenkki Professional and xylitol-sweetened Läkerol Dents pastilles.
In Finland, Cloetta employs about 200 people in the office in Turku and field sales organisation.
Cloetta is the second largest player in the total confectionary market as a result of strong positions in the segments of candy, liquorice, chewing gum and chocolate specialties.
Leading brands in the Netherlands are Red Band, Venco, Sportlife, Xylifresh and King.
Cloetta has a strong heritage in The Netherlands, dating back to 1878 when liquorice company Venco, currently still one of the Group’s local jewels, was founded in Amsterdam.
In The Netherlands, Cloetta employs about 500 people in the office in Breda, field sales as well as factories in Sneek, Roosendaal and Turnhout (Belgium).
Campaigns
Geniet gerust, maar wel bewust (Enjoy, but consciously), this slogan appears in various advertising messages. Cloetta is a part of a Dutch awareness campaign where various confectionery industries takes responsibility for promoting responsible enjoyment and a balanced lifestyle. Read more here.
Kauwgom? Mik ‘m erin (Chewing gum? Throw it away). This campaign is supported by Sportlife to create awareness about throwing away chewing gum in garbage bins instead of outside or on the floor. This is a collaboration with Nederland Schoon. Read more here.
Cloetta is the second largest player in the leader in the Danish market for candy and pastilles and is the leading Pick & mix player in Denmark with strong positions in both candy and nuts.
Leading brands in Denmark are Läkerol, CandyKing, Malaco, Center, Juleskum and the local jewel Skipper’s Pipes.
The Group has a strong heritage in Denmark, dating back a century to 1910 when Adolf Ahlgren launched Läkerol, currently a successful global brand. In 1920, a factory specialised in liquorice products was started in Glostrup – later on named Lagerman and then Malaco.
In Denmark, Cloetta employs about 100 people in the office in Brøndby and Randers, and in the field sales organisation.
Cloetta holds a leadership position in the Norwegian market with number 1 position in sugar confectionery and pastilles.
Leading brands in Norway are Läkerol, CandyKing, Malaco, Ahlgrens Bilar and Pops.
Cloetta has a strong heritage in Norway with a number of well-known brands. Back in the late 1800s established the Cloetta brothers a factory in then Christiania (Oslo) in Norway.
In 1912 Läkerol was introduced in Norway and is still one of the leading brands in the market.
Cloetta is together with Mondelèz one of the international players with a strong presence in a market that is otherwise dominated by local players.
In Norway, Cloetta employs about 30 people in the commercial office in Høvik and the field sales organisation.
The UK is the second largest market in Western Europe, and Cloetta is the largest player within Pick & mix.
The market is characterised by fierce competition from all international confectionery companies. Cloetta’s largest customers include Wilko’s and Tesco.
Both the Branded packaged products business and the Pick & mix business are commercially managed from Cloetta’s office in Fareham. Cloetta has a sales and merchandising team of approximately 130 people.
Germany is the largest market in western Europe, with Cloetta being the fifth largest player in the candy category.
The market is characterised by its large proportion of discounters and fierce competition. Cloetta’s largest customers include Edeka, Lidl & Schwarz, Metro and Rewe.
Cloetta has its own sales organisation in Bocholt, Germany with 12 employees. The office takes care of marketing, customers and the brands, and also has direct contact with all major customer groups, which are supplied directly out of the German central warehouse.
To ensure full country service coverage, Cloetta Germany works with sales agents in seven regions and more than 80 sales representatives.
International Markets consist primarily of sales to countries where Cloetta does not have its own sales and marketing organisation, a total of more than 50 markets.
Sales to International Markets are split into four regions: America, Asia-Pacific (APAC), Middle East and Europe (including Africa). The main markets are Switzerland, the Baltics, Canada, USA, Middle East and Hong Kong/Singapore.
In these markets Cloetta focuses on three categories; Candy, chocolate (indulgent) and pastilles, which encompass five strategic Cloetta brands including The Jelly Bean Factory, Red Band and Läkerol, plus some strong regional Cloetta brands.
All markets within International Markets are serviced by external distributors, managed out of regional hubs, which Cloetta has in APAC, the Baltics, Dubai and Switzerland. All other distributors are managed locally by Cloetta’s staff in Breda, the Netherlands.
For more information about our products and brands, please see the PDF brochures below.
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