Amid declining purchasing power in the domestic market and the forced migration of a portion of consumers abroad, export has become a key growth avenue for Ukrainian food producers.

It is essential for companies to enter new sales markets, which requires a deeper understanding of their specific characteristics, consumer preferences, and quality and certification standards.

For the cheese snack manufacturer snEco, entering the Swedish market—where innovative products with natural ingredients, long shelf life, and convenient transportability are highly valued—was a strategic move to expand the business.

After going through the challenging process of relocating production, obtaining export certification for the EU, and adapting the product to the new market’s requirements, the company proved that a niche Ukrainian product can successfully compete on European shelves.

Thanks to participation in the Export to Sweden 2.0 program—organized by Open Trade Gate Sweden, the Entrepreneurship and Export Promotion Office, and the national project Diia.Business—the process of entering the Swedish market became significantly easier, faster, and more transparent.

The Journey of TM snEco to Sweden

LLC “Prime Snack”, TM snEco is a Ukrainian producer of crunchy cheese balls. The product is made using a patented in-house technology: the cheese is dehydrated at low temperatures, which evaporates the moisture while preserving all its beneficial properties and intensifying the flavor. The resulting snacks are light, airy, and crispy, do not require refrigeration, and have a shelf life of 12 months.

In 2022, after the start of the full-scale invasion, the company relocated its production from Kharkiv to Mukachevo. Equipment and part of the team were moved, and operations resumed with a focus on entering international markets. Following the relocation, the company underwent a lengthy certification process for exporting animal-based products to the EU. TM snEco became the first and currently the only producer in the Zakarpattia region authorized to export dairy products to the European Union.

The first deliveries to Europe began at the end of 2024. Today, Prime Snack exports to Poland, Czech Republic, Slovakia, Germany, the United Kingdom, and Ireland, and also has experience exporting to the USA and Japan. Exports now account for about 20% of total production.

The next step in expanding exports was entering the Swedish market. This market attracted the company with its high purchasing power and a large share of imported food products, creating opportunities for niche and innovative items.
To better understand local specifics and quickly adapt to the new market, the company joined the Export to Sweden 2.0 program — a year-long comprehensive initiative that helps Ukrainian food producers enter one of the most advanced markets in the world.

Participation in Export to Sweden 2.0

The main goal of TM snEco’s participation in the Export to Sweden 2.0 program was to establish sales within Swedish retail chains. To achieve this, the company needed to deepen its understanding of the market structure, logistics, and the specifics of working with local distributors.

During the program, participants engaged in a range of activities:

• online training sessions on the market, regulations, and logistics,

• a study mission to Sweden with visits to retailers and training on pricing and marketing,

• mentoring sessions to prepare for market entry,

• participation in Gastronord 2025,

• and support in developing business contacts to achieve actual sales.

The most valuable aspect for the company was the individual mentoring sessions, during which they thoroughly analyzed the specific product, its positioning, target audience, and strategies for working with local retail chains.

Additionally, within the program, TM snEco received an in-depth analysis of the Swedish snack market, including consumer habits, preferences, and key trends. Special attention was paid to adapting packaging and labeling to local requirements.

Despite having significant experience in other European markets, the program’s experts helped the company take into account additional, less obvious nuances of the Swedish retail environment. As a result, snEco gained a comprehensive understanding of this new market and is now preparing to enter it with greater confidence.

Results of Entering the Swedish Market

TM snEco is currently in the final stage of negotiations with Swedish partners. Due to the specifics of the local market, entering it required collaboration with a distributor — the search for which was facilitated by the experts of the Export to Sweden 2.0 program. A contract is now being prepared that will enable product deliveries to stores where the snacks are already eagerly awaited.

The first exports will focus on two types of snacks — Gouda and Cheddar. Initially, a trial batch of several pallets is planned, with further volume increases depending on demand. The distributor sees strong potential for these products and aims to become an exclusive partner not only in Sweden but also in Denmark, Norway, and other countries in the region.
This step-by-step approach allows the company to gradually scale sales while optimizing logistics and marketing processes simultaneously.
The company’s main short-term goal is to successfully complete the first shipment and present the products on the shelves of 35 stores. In the event of positive sales results, expansion to hundreds of retail locations is planned, and eventually to thousands. In the long-term, the company aims to reach at least half of the major retail chains in Sweden.

Advice for Ukrainian Exporters

For Ukrainian producers planning to enter the Swedish market, Vadym Hryshyn, co-founder of TM snEco, shares several key insights:

• Be patient. Entering the Swedish market is not about quick deals. Everything here is planned months in advance. Even if the product is already liked, the first deliveries may happen only a year or more later. Be prepared for this.

• Listen to the experts in programs like Export to Sweden. They are well-versed in the market’s nuances and can help you avoid common mistakes. The Swedish market has many specific features that need to be understood when planning your business strategy — and many of them are far from obvious.

• Trust in state support programs. These initiatives are not just for reporting purposes — they genuinely help establish connections, find partners, and grow your business. Thanks to such programs, Ukraine is gradually strengthening its image — no longer just as a supplier of raw materials, but as a producer of modern and high-quality products.

The story of TM snEco’s entry into the Swedish market shows that even companies with export experience need additional expertise, detailed knowledge of local market specifics, and professional support. Thanks to its participation in the Export to Sweden 2.0 program, this process was smooth and efficient: the company not only found a reliable distribution partner but also successfully adapted its product to the needs of a new audience.

The company’s experience proves that Ukrainian niche products can successfully enter complex and competitive markets, and that comprehensive support from state and international programs significantly increases the chances of a successful launch and long-term growth beyond Ukraine.