Help us put Sweden on the map!

Try Swedish is an open invitation to all the food lovers in the world to discover and taste our food culture and lifestyle. It is a message that we use in order to talk about our history. Together we will awaken an appetite for Sweden – all around the world.


What is Try Swedish?

Try Swedish is a concept that combines the marketing efforts of producers, restaurants and destinations with the goal of building curiosity among food lovers, opinion leaders and decision-makers worldwide.


What to do

Anyone can use Try Swedish when they are communicating abroad about Sweden’s food, drink and experiences. Here are the tools to help make the concept come alive.



All you need to communicate Try Swedish can be found here. From creative guidelines to print-ready artwork. Position your brand, commodity or region as being part of what Sweden has to offer


Case Scenario: Bocuse d’Or

Try Swedish was launched at the French food fair, Sirha in Lyon, in conjunction with the prestigious cooking competition, Bocuse d’Or, in January 2013.


Case Scenario: London

Four hundred foodies and food journalists learned to cook and bake with Swedish ingredients. They spread the word, especially in social media by using #tryswedish.



View the Try Swedish movie and inspire colleagues, customers and partners. You can download a zip file or watch the film on You Tube.


Hang tag

On the back of the label you can write the story of your product. What makes it unique? Where does it come from? How it is produced? And why should someone buy it?