The Swedish hot beverage market is huge in potential – Sweden is among the world’s leading coffee consuming countries. R&F and Meira see this market as a great opportunity, since there is clearly a white space for sustainably produced Italian style coffee brand.

R&F Travel Retail is one of the largest travel retail players in Northern Europe. The company has been supplying premium duty-free and travel value products to shipping companies, airports and border shops for over 40 years. Now, for the first time, R&F is entering its domestic Swedish market. The plan is to gradually broaden the product range from hot drinks further but to stay in the beverage segment. R&F has strengthened its team with new key account managers both in Retail and HoReCa.

“We are very excited to broaden the Italian-born Segafredo brand to the Swedish market as part of our strategy to strengthen our international footprint. And to do this with our partner R&F, with whom we share the same values on sustainability and business development, is a great new bond in our partnership.”, summarizes Raimo Sinisalo, Managing Director of Meira.

First steps in the market entry is to deepen the new team’s knowledge of the intriguing world of coffee and to finalize the commercial plan for 2022-23.


More information:
Raimo Sinisalo
Managing Director, Meira
+358 50 590 8027
[email protected]