About us - From Saturday Candy to Steyda

A little piece of Sweden, shared with the world.

Hi, I'm Hanna, the Swedish mom of three behind Steyda. And if there's one thing you should know about me, it's that I've always loved candy.

Actually, my candy story started when I was just three years old.

Every Saturday, I would visit my grandfather's ICA supermarket in Sweden to pick out my lördagsgodis—our beloved Swedish tradition of Saturday candy. Once I'd carefully chosen my sweets, I'd often climb onto the cashiers' laps and help them ring up customers' groceries.

Looking back, I guess you could say my career in candy started pretty early!

From Sweden, with a suitcase full of candy

As I grew older, my curiosity took me around the world. I've visited 65 countries and lived in nine. But wherever I went, there was always one thing I missed from home.

Swedish candy.

The soft, foamy textures. The perfect balance of sweet and sour. The incredible variety of flavors. And, of course, that special feeling of picking out your favorites.

Every time I traveled to visit friends abroad, I'd fill my suitcase with Swedish candy to give as gifts. And every single time, the reaction was the same.

They loved it. It always made me wonder: Why wasn't this amazing candy easier to find outside Sweden?

A business born from family, passion, and a little bit of chaos

Fast-forward a few years, and I was a mom of three, trying to balance family life, work, and the extra challenges that can come with raising children with neurodevelopmental differences.

Like so many parents, I was constantly juggling responsibilities and wishing there were more hours in the day.

I wanted to build something of my own. Something that would allow me to be more present for my children while still pursuing my ambitions.

And I wanted it to be something I genuinely loved.

That's when the idea for Steyda started taking shape.

Why not bring the Swedish candy my family loved so much to families across America?

As a mom, I'd also become more conscious of what goes into the treats we give our children. I wanted to introduce American consumers to authentic Swedish candy, including options made without some of the artificial additives commonly used in US sweets.

But most importantly, I wanted to share the joy of Swedish candy—the flavors, the textures, the colors, and the excitement of discovering something new.

The great Swedish candy hunt

Of course, starting a candy business wasn't quite as simple as I'd imagined.

Just as I was getting Steyda off the ground, Swedish candy was becoming an international sensation. Suddenly, everyone wanted it!

Even living in Sweden didn't make sourcing it easy. Suppliers were struggling to keep up with demand, and some restricted how much I could purchase.

So I did what any determined candy-loving entrepreneur would do.

I got in my car. I drove mile after mile across Sweden, visiting smaller suppliers and the largest swedish candy stores, hunting down the candy I needed to keep my business moving.

There was something rather funny about trying to bring Swedish candy to America while struggling to find enough of it in Sweden!

But I knew what I wanted to create, and I wasn't giving up.

Not just any bag of candy

Before starting Steyda, I'd worked in luxury customer service, including at Harrods in London and aboard a six-star cruise ship.

Those experiences taught me something that has stayed with me ever since:

The little details make all the difference.

I didn't want to simply throw a handful of popular candies into a bag and call it a mix.

I wanted every Steyda bag to feel thoughtfully put together.

The right balance of sweet and sour. Soft, chewy, and foamy textures. Beautiful colors and shapes that make you smile before you've even tasted a single piece.

Because I believe candy should look just as good as it tastes.

Every mix is created with one goal in mind: to make opening a bag of Steyda even better than you expected.

More than just candy

Today, Steyda has grown from an idea at my kitchen table into a successful business bringing Swedish candy to customers across America.

And while I'm incredibly proud of what we've achieved, the biggest reward isn't the sales figures.

It's the freedom to build something I love while being there for the people who matter most.

My three children are still my favorite candy taste-testers, and I love that Steyda is becoming part of our family's story.

Because at the end of the day, Steyda was never just about selling candy.

It's about sharing a little piece of where I come from.

It's about creating small moments of happiness, whether you're discovering Swedish candy for the first time, sharing a bag with friends, or treating yourself after a long day.

And it's about showing my children that it's possible to follow your dreams, build something meaningful, and create a life that works for you.

From my family's favorite Swedish sweets to yours, I hope every bag brings a little extra joy to your day.

With love from Sweden,

Hanna

Founder of Steyda