It all started in a small kitchen.
It all started in a small kitchen in the center of Stockholm. The brand's founder, Åsa Rosén, has always loved sweets in all their forms. When a hectic lifestyle contributed to a state of exhaustion a few years ago, a long period of sick leave and slow recovery followed. Åsa started experimenting with her diet to find ways back to a balanced life and explored what for her were new ingredients, foods and crops that in different ways showed properties that are good for the body. This was the start of a whole new interest.
Dishes, pastries, bars - many exciting innovations took shape in the small kitchen in Stockholm. Over time, the product labs were steered more and more towards sweets and the goal soon became clear. What if you could create a type of candy without adding sugar - but that still tasted as good as traditional candy? A candy with natural healthy flavors, based on raw materials with interesting properties.
To modify, fine-tune and improve.
Our name comes from the English word 'tweak' - to modify, fine-tune and improve. We've tweaked traditional sweets and made a product that's better for our health. When we talk about a life with TWEEK, we never point fingers, instead we want to inspire. Our mission is to inspire, educate and create awareness around what you consume. TWEEK Sweets is a new kind of candy and we advocate balance in all areas of life. Being able to satisfy both body and mind in the same bite has been the given goal from the start. And this is just the beginning.
- ÅSA ROSÉN, THE ORIGINAL SWEET PILOT
TWEEK'S TASK.
Today, we humans face a number of challenges and threats to our health. Our mission at TWEEK is to do our utmost to meet these challenges with new products and thereby be part of a larger mission - to offer new, more beneficial options for our fellow humans to choose from. We are proud to offer a new type of candy with fewer calories compared to traditional candy, no added sugar, dietary fiber and flavors and colors from nature. Our contribution is to encourage us all to make new, smarter choices in our daily lives.
SWEETS WITH BENEFITS
The demand for natural ingredients in the foods we eat and drink is steadily increasing. We like this trend and our sweets are rich in fiber and you will find only natural colors and flavors in our range.
We use natural colors and flavors in all our products. The natural colors come from a variety of vegetables, fruits and plants with coloring properties. For example, did you know that the red color in our delicious jelly sweets comes from sweet potatoes? And that our purple color is one extracted from purple carrots?
Even though we've eliminated regular sugar and our tasty sweets have up to 50% fewer calories than regular sweets, we haven't compromised on taste, appearance or texture. We also stay away from preservatives, soy lecithin and palm oil.
2015:
TWEEK is founded by Åsa Rosén, the original Sweet Pilot, in Stockholm
2017:
TWEEK Pick 'n mix loose range launched and listed at Coop, Sweden's second largest retailer
2018:
TWEEK listed at Ica, Sweden's largest retailer
TWEEK pre-packed bags Fruity Fresh, Sour Supreme and Licorice Love
Exclusive product for Weight Watchers Europe launched
2019:
Expanded listing of TWEEK at retailers in Sweden
- Launch of TWEEK Toffee Caramel and TWEEK Toffee licorice pre-packed bags
- New products added to TWEEK Pick 'n mix bulk range
2020:
Expanded listing of TWEEK at retailers in Sweden
Launch of pre-packed bags Vegan Vibe, Corn Crunchers, Smoothie Chews and seasonal favorite Super Santas
Retailer listings in Finland, Norway, Denmark, UK & Germany
Launch of TWEEK Community with Sweet Pilots & TWEEK Ambassadors
Update of tweeksweets.com website with expanded webshop
2021:
Listings in China
Launch with Amazon Europe
Expanded listing of TWEEK in the UK
Launch of pre-packed bags Salty Salute, Fizzy Fusion and seasonal favorite Easter Eggs
2022:
Listings at retailers in Iceland, Holland and others.
Extended listings of TWEEK at several major retailers in Sweden
Launch of the seasonal bag Trick or TWEEK and the future Christmas favorite Choco Christmas
2023:
Launch of the new vegan bag Very Vegan and the favorite from our pick n' mix range in its own bag, Amazing Arrack!
Launch of the new seasonal bag Big Bunnies
Update of TWEEK's design and visual identity
