Cloetta´s core markets
As of 2025, Cloetta divides its market presence in two groups, in line with its strategic priorities. Core markets are Sweden, Finland, the Netherlands, Denmark and Norway. Beyond core markets include Germany, United Kingdom and North America. In total, Cloetta has sales to more than 60 markets.
Our core markets and beyond core markets
Last updated: 13 March 2026
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 Plant was founded in Gävle, which launched Läkerol in 1909. In 1934, a plant specialised in liquorice started in Malmö, which later became Malaco.
Both Cloetta and Läkerol hold the prestigious position of purveyor to the Royal Swedish Court.
In Sweden, there are a total of around 240 employees in the sales and merchandising organisation and the office in Malmö. Cloetta also has employees in the headquarter office in Stockholm and at the plant in Ljungsbro.
Last updated: 13 March 2026
Cloetta is the second largest player in the Finnish market on packaged confectionery 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, Cloetta is 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, there are around 200 employees in the sales and merchandising organisation and at the office in Turku, including Finnish employees in Cloetta’s central functions. Around 125 Cloetta’s field sales representatives and merchandisers visit the stores every day.
Last updated: 13 March 2026
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 was founded in Amsterdam.
Cloetta has around 70 employees in the commercial organisation at the office in Breda mainly focusing on the Dutch market. The Breda office also supports the beyond core markets including demand, customer service, marketing, business controlling and finance & accounting. Cloetta also has emplopyees in the plants in Sneek and Roosendaal.
Last updated: 13 March 2026
Cloetta is the second largest player in the leader in the Danish market for candy and pastilles and is the leading Pick & mix player.
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 plant specialised in liquorice products was started in Glostrup – later on named Lagerman and then Malaco.
In Denmark, there are around 130 employees at the offices in Brøndby and Randers and in the sales and merchandising organisation.
Last updated: 13 March 2026
Cloetta holds a leading position in the Norwegian market.
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 plant 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 one of the international players with a strong presence in a market that is otherwise dominated by local players.
In Norway, Cloetta has around 30 employees at the office in Lysaker just outside of Oslo and in the sales and merchandising organisation.
Last updated: 13 March 2026
United Kingdom
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 Poundland 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.
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Last updated: 13 March 2026
Germany
Germany is the largest market in western Europe.
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. 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, Germany works with sales agents in seven regions.
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Last updated: 13 March 2026
North America
In 2025, Cloetta shared its plan to gradually step up the company’s
market presence in the U.S. and Canada.
The U.S. has a high per-capita consumption of confectionery and is one of the world’s largest confectionery markets with an estimated market size of around SEK 392bn (USD 40bn).
Cloetta has previously only been present in the North American market through The Jelly Bean Planet¹ but is currently focusing on creating a wider winning brand portfolio by adding two of its Superbrands, CandyKing and Malaco, to the local offering.
In December 2025, the first permanent CandyKing store was opened in New York City. Within the CandyKing brand, Cloetta now focuses on establishing its leading concept and the Nordic consumer tradition of Pick & mix in retailers in North America.
Last updated: 13 March 2026
Other markets consist primarily of sales to countries where Cloetta does not have its own sales and marketing organisation, a total of more than 60 markets.
In these markets, Cloetta is active in three categories: candy, chocolate and pastilles, with commercial focus on three Superbrands; Red Band, The Kexchoklad and Läkerol and two other strategic brands, Jelly Bean Factory and Chewits.
Within Other markets, Switzerland, Austria, Saudi Arabia and the Baltics (Latvia, Estonia, and Lithuania) are prioritised. Through external distribution partners, Cloetta’s brands reach consumers across modern retail, traditional trade and convenience channels.
All Other Markets are serviced by external distributors managed by local staff from the Breda office in the Netherlands and from the Turku office in Finland. Also, Cloetta has a few regional hubs in Latvia, Switzerland and United Arab Emirates.