It All Begins with Abuelaz
The Abuelaz brand emerged in the spring of 2025 with inspiration from a successful food entrepreneur in the US. We were about ten people with both private and professional connections who saw the fun in producing easy-to-use and tasty products in new, eye-catching packaging and also creating a creative, interactive and vibrant community around our products on digital platforms.
As we launch the Abuelaz brand in November, we are still a startup where we are working hard and testing our way forward with the help of our diversified team where everyone contributes to exciting results. We are starting with e-commerce and sales through selected stores and restaurants. Our long-term goal is to become a significant player in all-round olive oil, vinegar and salt in the Nordics. The motto is Food Joy. Wish us luck by following our work on:
Vision
Our vision is to make it easier for people to share the joy of food,
by offering versatile, affordable and good products at
market. Whether you're new to the kitchen, a curious home cook
or a passionate foodie.
Mission
Our mission is to make our products accessible everyday cooking ingredients for young adults. We want to encourage the use of olive oil, vinegar and salt in cooking as simple seasonings that don't have to be boring.
The Abuelaz team
Annika Tornqvist
CEO
Johanna Lönn
Operations Manager
Lovisa Henriksson
Social Media and Communications Manager
Kajal Garshasebi
E-commerce and marketing specialist
Andreas Wallerstedt
Digital analysis and SEO specialist
Milton Svensson
Graphic designer
Sharam Mohebbi
Bottle specialist- Gothenburg
Jan Ivarsson
Bottle specialist- Stockholm