TWEEK is growing in the Chinese market

TWEEK is growing in the Chinese market

TWEEK has now received approval from the Chinese government to initiate sales through the TV network CCTV. CCTV is government-owned and operates 25 channels, one of which includes a pay channel that sells goods directly to consumers. In addition, TWEEK is also starting to conduct sales through the social media platform TikTok.

"The agreement with CCTV is a further confirmation of the great international interest that exists for our products. After our previous successful expansions to the UK, France and Germany, among others, it feels natural to now also focus on Asia and especially China. 1.2 billion people have access to CCTV's various channels and we see the agreement as a central part of our Chinese investment. In addition to the TV agreement, we have also started sales through TikTok, which currently has more than 600 million active customers each year in the market. " says Lennart Arvidsson, country manager for TWEEK's Chinese market and former CEO.

TWEEK is the leading brand in Sweden for sugar-reduced products and has a wide range of packaged and bulk products in confectionery.

TWEEK launched in Sweden in 2017, where the brand reached a leading position in sugar-reduced confectionery after less than 18 months. In 2020, TWEEK had a growth of 72% in the Swedish market and seven flavors represented in the top 20, of which three in the top five. In Sweden's grocery trade, TWEEK has a market share of approximately 42% with distribution in approximately 1,500 stores.

TWEEK was acquired in the summer of 2020 by Humble Group (formerly Bayn Group) and during the autumn of the same year, TWEEK's product launch started in several export markets, including China. Test sales of TWEEK began in Denmark, Finland, Norway, Germany and the United Kingdom, where the outcome from the initial period's sales was above expectations.

About TWEEK's growth in the Swedish market
  • TWEEK launched in Sweden in 2017
  • After less than 18 months, TWEEK became market leader in sugar-reduced confectionery
  • TWEEK has a growth of 72% in the Swedish market
  • With distribution in approximately 1,500 stores, TWEEK has a market share of approximately 42%

About Humble
Humble Group is a Swedish food tech and FMCG group that delivers the next generation of consumer products that are good for both people and the planet. Humble focuses on the segments food tech, eco, sustainability and vegan. The companies are growing through organic growth, acquisitions and the utilization of synergies in the various business units: brands, distribution, manufacturing and ingredients. Humble's technical solutions, refined through scientific research and extensive market experience, facilitate new formulations and recipes that improve the taste and consistency of the next generation of sugar-reduced, sustainable and vegan products. For more information, visit