“We believe in the Power of True Joy”.

Cloetta’s purpose is that our products play a positive part in adding that special touch to people’s daily lives. When they savour Cloetta’s products, people experience a moment of true joy. For us, the consumer always comes first in everything that we do. We are convinced that meeting consumer demands and expectations is how Cloetta will grow and our brands will flourish.


Cloetta aims to strengthen its position as the
leading confectionery company in Northern
Europe within the candy, chocolate, pastilles, chewing gum, nuts and pick & mix
categories. Thanks to our strong local brands, Cloetta is well positioned to respond to the growing trend of consumers demanding local brands.

Individualisation is another strong global
trend. As the leading pick & mix player, this trend is in our favour as the category allows consumers to choose the mixture of candy that suits their individual preferences, every time. With the shift to e-commerce, retailers are also increasingly looking for products that can give consumers an experience in stores. This is something that the pick & mix category can offer.

Cloetta’s goal is to grow organically by 1–2 per cent, which is in line with or better than the market. This would mean an organic growth of 1–2 per cent in our core markets of Sweden, Finland, the Netherlands,
Denmark, Norway, Germany and the UK, as well as expanding and growing faster with selected brands in International Markets.

We will create the conditions for growth by building “One Cloetta” with a common agenda across the entire group. Furthermore, a focus on cost-efficiency enables Cloetta to increase profitability and invest for the future. Investments are being made to strengthen and increase our manufacturing capacity, and to enhance the value of the company’s most attractive brands. Our goal is to achieve an adjusted EBIT margin of at least 14 per cent.

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