Irish vegan food maker Dee’s Wholefoods has entered the Swedish market with a deal to supply supermarket operator ICA. 

The move boosts Dee’s Wholefoods’ export business. Dee’s Wholefoods expanded into the Netherlands in  2015, where it supplies Jumbo supermarkets. In the UK, the group has listings with the likes of Holland and Barrett, Ocado and Booths.  

“We are really excited to bring Dee’s products to Sweden – one of the most developed and dynamic food retail markets in the world and a country that has been at the forefront of adopting an increasingly meat-free lifestyle.” said Deirdre Collins, founder of Dee’s Wholefoods.

Collins stressed 36% of Swedish consumers eat vegetarian food “at least once a week”. She continued: “The country is very much in vanguard of a global trend that is seeing more people choosing to reduce their meat intake and look towards plant-based alternatives for a whole variety of health, environmental and ethical reasons.”

The company’s Swedish launch took “a lot of preparation”, including market research and localisation, such as ensuring compliance with labelling and regulatory requirements. 

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Food Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving food industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now