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JennyWessblad Hårdh has always had a commitment to human rights and worked for more than a decade at the Ministry for Foreign Affairs on issues relating to international law. When she had her son Alexander, another commitment was born. That of children, child development, health and food. Unable to find nutritious and organic ready-made food, she chose to cook her son's food herself. During maternity leave with her second son Philip, Jenny and her husband Robert decided to start the children's food business they were missing and Alex&Phil was born in 2015.
The efforthas paid off and Alex&Phil has succeeded in something many baby food companies have tried and failed to do - to establish a new brand in a category dominated by large multinational giants and become the obvious choice for parents who care about what their children eat. The company has grown steadily since its inception, taking share after share of the Swedish baby food market, and is now available on the shelves of all the major retailers in Sweden, as well as in the rest of the Nordic region and some places in Asia. They are driven by doing things for real that improve for their customers and the focus on sustainability has been obvious from the start.
"We started Alex&Phil to create what we ourselves were missing for our children. Naturally nutritious food for kids that actually tastes good and is real food."
Founded
2016
Headquarters
Stockholm
Employees
3
Starting a business always takes a certain amount of courage. But leaving a successful career to take on big multinationals requires a hefty scoop. But that's exactly what Jenny Wessblad Hårdh did when she founded Alex&Phil. Today, what once started at home in her kitchen has become a multi-million dollar company.
"We had a business idea that we believed in enough to dare to invest and we have never doubted our mission or concept. Of course, there have been uphill battles at times, but you have to be persistent and work even harder to solve the challenges that arise. You need to test your idea if you dream of change and making a difference to see if it holds up. But above all, you need to dare to believe and invest in yourself."
What are the future plans?
"In addition to gaining market share in more countries, we will make a greater investment in direct-to-consumer e-commerce. But we also have our strong innovation line where we continuously develop new products. We will simply continue to develop our concept and our products to remain the leader in terms of nutritional content and the absence of additives and unnecessary water."
What made you choose Froda?
"Froda understands the special situation that growth companies often find themselves in and not least the lack of time that most entrepreneurs have. It is a great business advantage to have such fast and efficient handling of financing as Froda offers."
About Froda AB
Froda was founded in 2015 with the ambition to redefine business finance by making it more accessible and effective for small businesses. Froda's vision is to empower all small business owners, regardless of background, to realize their business ideas. By combining technological innovation with efficient digital processes, Froda has shortened the loan processing time from months to minutes - creating a financing model that is fast, fair and inclusive. Today, Froda is one of Europe's fastest growing tech companies.
In 2021, Froda launched an embedded finance initiative, through which the company has expanded to the Nordic region, the UK and Germany and entered into partnerships with Visa, Lunar and Checkout.com, among others. As a credit market company, Froda is under the supervision of Finansinspektionen.
