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Starting a business and investing in your idea always requires a certain amount of courage. But leaving a successful career at the Ministry of Foreign Affairs to challenge big multinationals by creating the baby food company you lacked requires a hefty scoop. But that's what Jenny Wessblad Hårdh did when she founded Alex&Phil. And what once started at home in Jenny's kitchen has today become a multi-million dollar business.
Founded
2016
Headquarters
Stockholm
Employees
3
What made you want to start your own business? How did you come up with the idea?
We started Alex&Phil to create what we ourselves were missing for our children. Naturally nutritious food for children that actually tastes good and is real food, says Jenny Wessblad Hårdh.
We had a business idea that we believed in enough to dare to invest and we have never doubted our mission or concept. On the other hand, there have of course been uphill battles at times, but then 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 changing and making a difference, so that you know it will last. But above all, you need to dare to believe and invest in yourself.
What's your plan going forward?
We will continue to have strong growth in existing channels and ranges. But we also have our strong innovation line where we continuously develop new products that are market leaders in terms of content and nutrition.
What's your take on Froda?
Froda has understood 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 with such fast and efficient handling of financing as Froda offers.
Om Froda AB
Froda was founded in 2015 with a clear mission to democratize the access to financing and provide small and medium-sized businesses with the same opportunities to grow as large ones. Through digital processes and technological innovation, Froda has shortened the loan process from months to minutes, making it easy for entrepreneurs to invest in their ideas.
Today, Froda is one of Sweden's fastest-growing tech companies with a 1.7 billion SEK valuation and well known investors such as Karl-Johan Persson, Nicklas Storåkers and Victor Jacobsson among the owners.
In 2021, Froda launched a strategic initiative within embedded financing and through it, we have expanded to the Nordics and the UK, as well as having established partnerships with Visa, Lunar and Checkout.com among others.
Froda is a credit market company regulated by the Swedish Financial Supervisory Authority.
