[Part 1] Also recommended for Valentine’s Day! Reporting from Sweden on the history of 100% organic Nordic chocolate newly launched in Japan

Hello! I am Hirukawa from Public Relations Division, Department 1, Section 1.Valentine’s Day is just around the corner. I feel that the culture of giving gifts—whether to someone special, colleagues at work, friends, or as a treat for yourself—is truly wonderful, as it reflects thoughtfulness toward the recipient and yourself.

There are many different Valentine’s gifts these days, but chocolate is still a must, isn’t it? As people place greater value on mindful time at home and interest in the global environment continues to grow, new changes are emerging in both “ingredients” and “how we enjoy” things. In that context, chocolate that is “organic, delicious, and authentically crafted” is sure to be appreciated by many.Among them, our top recommendation this year is the Swedish chocolate brand “Malmö Chokladfabrik,” which made its full-scale debut in Japan in November 2022.

In this two-part feature (Part 1 and Part 2), we introduce the commitment behind “Malmö Chokladfabrik” and the Swedish culture and climate that create such delicious chocolate, along with a report from our visit to Malmö, Sweden. We hope this will help those reading the article choose their Valentine’s gifts.

▼Click here for Part 2
[Part 2] How about spending Valentine’s Day with “Fika” and 100% organic Nordic chocolate with 130 years of history?

Malmö Chokladfabrik

A 100% organic chocolate brand headquartered and manufactured in Malmö, Sweden. Founded in 1888, it is one of the oldest brands in the Nordic region, with a history of more than 130 years, and is certified under the EU’s strict organic standards. It is also internationally acclaimed, having been used as a dessert at the Nobel Prize dinner held in Stockholm in December 2022. The brand only recently made its full-scale debut in Japan in November 2022.All ingredients used in “Malmö Chokladfabrik” chocolate—including the cacao—are organic, and every product carries the EU organic certification mark. The company also thoroughly implements fair trade practices, starting from cacao procurement.

At SUNNY SIDE UP, as the brand moves toward full-scale sales in Japan, we are responsible for PR consulting through execution to ensure that as many people as possible learn about “Malmö Chokladfabrik” accurately and to determine how it should be positioned. In addition to PR activities, we also handle the production of the website (landing page) and provide consulting for social media operations.In order to gather the information needed for PR and to consider the announcement schedule, messaging, and overall direction, we visited Sweden in September 2022. Here, we will introduce the details, focusing mainly on that visit.

A traditional brand loved by the people of Malmö for over 130 years, with an unwavering commitment to organic and fair trade

Malmö is a port city about 30 minutes by train from Copenhagen, Denmark. It is also known for having the tallest building in the Nordic region, the 54-story “Turning Torso.” Apparently, the inside is used for offices and apartments.

Arrived in front of Malmö Central Station. About 30 minutes by train from Copenhagen. Trains run 24 hours a day, so we were able to cross the border even late at night.

The next morning (Day 1 of 2 of the visit), we arrived at the headquarters and factory located in the suburbs of Malmö. It is about a 15-minute drive from central Malmö.

The entrance to the headquarters was lined with products. It felt very stylish and sophisticated.

More than 30 recent global awards, including the International Chocolate Awards and the Academy of Chocolate, are beautifully displayed on the first floor.

We received an explanation about the products and brand from CEO Clas.

We also heard that 100 years ago Malmö had eight chocolate factories and was famous as a chocolate city even within Scandinavia, and that “Malmö Chokladfabrik” was founded in 1888 as one of them. We were also able to have various discussions looking ahead.

Mr. Rashid, who leads product development

What left a strong impression was the story of how, in response to demand from vegans who still wanted to enjoy milk chocolate, the company commercialized “MYLK” chocolate made with coconut milk in 2019. This development is regarded as pioneering in Sweden. Rather than simply using coconut milk, Mr. Rashid reportedly achieved an exquisite technique that suppresses coconut’s distinctive flavor while bringing out richness and sweetness.

【Product name】Malmö Milk Chocolate Mint Candy Cane 52% Vegan
【Price】¥518 (tax included)

Tasting while receiving explanations about each product’s manufacturing method and the brand’s commitment

Comparing them makes the differences in flavor very clear. Above all, they were so delicious it was hard to believe they were all organic, and it made me want to bring them back to Japan as soon as possible and share them.

A wonderful layout at the headquarters. We used it as a reference for the photo layout at the press event for Japanese media held at the Embassy of Sweden on November 14, 2022.

The commitment behind “Malmö Chokladfabrik” and the secret to creating delicious chocolate were hidden in the Swedish culture known as “Fika,” which people in Sweden cherish. Our report on exploring Malmö and experiencing that culture will be in Part 2!

Valentine’s Day limited-time information

The chocolate from “Malmö Chokladfabrik,” a traditional brand loved for over 130 years in a society where “organic” and “Fika” are deeply rooted as part of the culture, landed in Japan in November 2022 and is now available from the official online shop.In addition, limited-time stores are currently open for the Valentine’s season. You can purchase from a single item, so please feel free to take this opportunity to buy some.

• “Shibuya Hikarie (Shibuya-ku, Tokyo)”
• “Daiwa Department Store Korinbo (Kanazawa, Ishikawa)”
• “Nishinomiya Hankyu (Nishinomiya, Hyogo)”
　　*All locations are open until Tuesday, February 14, 2023.

【Product name】Malmö Dream Box
【Price】¥6,220 (tax included)

Website (official online shop): https://malmochokladfabrik.jp/
Instagram: @malmochokladfabrik_jp
We will continue to regularly introduce seasonal recommended products handled by SUNNY SIDE UP, so please look forward to the next update!