At this year’s Natural & Organic Products Expo (NOPEX) in London, Swedish organic food producers were recognized for their innovation, sustainability and tasty products. Nine member companies from Organic Sweden shared exhibition space in the well-attended Swedish pavilion.
In the Swedish pavilion, the companies primarily represented three categories of products: innovative ingredients from Swedish organic agriculture, plant-based alternatives, and organic snacks and bars. UK buyers, wholesalers, and distributors highlighted the level of product innovation, striking packaging, commitment to sustainability, and the quality of taste.
Innovative ingredients from Swedish organic farming
Several attendees tried organic oat rice for the first time—served as a creamy risotto by Fazer Mills—while Berte Qvarn’s organic steel-cut oats attracted additional interest from the health-conscious. Camelina of Sweden offered oils and seeds from the overlooked heritage crop camelina sativa, surprising many with its unique taste and impressive omega-3 profile.
Health and Sustainability Drive Choices
Health and sustainability are powerful drivers shaping consumer decisions in the organic food sector. The survey indicates that 74% of respondents prioritize health benefits, viewing organic food as a cleaner, additive-free option that promotes overall well-being. Meanwhile, 57% are motivated by sustainability, favoring products with minimal environmental impact. Additional factors like superior taste and reduced use of artificial ingredients further enhance the appeal of organic products. To capitalize on these motivators, producers should communicate clear benefits, including improved nutritional profiles and eco-friendly practices, in their branding and marketing strategies, meeting the growing demand for products that benefit both people and the planet.
Plant-based organic alternatives
To meet the growing demand for climate-smart, local protein alternatives, Swedish plant-based meat innovations were introduced and showcased. Oh Mungood’s mung bean-based burgers and bites proved a hit, while Färsodlarna showcased their organic mince made from Swedish-grown grey peas, broad beans, and sweet lupin.
Organic snacks and bars
Among sweet and savoury treats, Dig’s organic snacks, Moonvalley’s natural protein bars, and Nordic Chocolate’s artisanal bars (featuring Nordic flavours like birch, sea buckthorn, and cloudberry) stood out. At Biofood’s table, long-time international partners were eager to reconnect and discover the company’s wide range of trusted organic products.
– It’s fantastic to see how Swedish organic brands stand out internationally, not just for taste, but for innovation and a deep commitment to health and sustainability, says Charlotte Bladh André, CEO of Organic Sweden.
At the trade fair, the companies established contact with over 200 individuals from the UK food sector. The Swedish pavilion was especially pleased to welcome key buyers and decision-makers from Cotswold Fayre, Dundeis, Healthstores UK, Hess Foods, Infinity Foods, Marks & Spencer, Ocado and Planet Organic.
The 2025 edition of NOPEX attracted 4,523 attendees across the two days, highlighting the continued growth of the UK’s organic sector. High-profile UK retailers, alongside 364 international buyers from 65 countries, explored the latest organic products.
– With strong international buyer interest, the fair provided a platform for Swedish brands to connect with new markets, says Elias Kvarnbäck, project manager at Organic Sweden.
Following the fair, visits were made to Planet Organic, Daylesford Organic, Harrods, and Totally Swedish. The stores gave private tours and there was an opportunity to learn more about how Swedish organic food and drink can be successfully marketed in the UK.
