OUR STORY
Clean did not begin with a perfect recipe — but with a dream, two brothers and a sizeable mistake.
The year was 2015. Functional drinks had started taking up space on the shelves, and brothers Hugo Rosas and Sebastian Kvissberg saw room for something new. They wanted to create a drink that stood out — not through heavy marketing, but by being cleaner, simpler and better.
The problem? They had never made a drink before. But the drive was there. The first tests tasted anything but good, yet in their eagerness to get going they pressed the button anyway. 250,000 cans were produced — and sold out, thanks to the hype on social media. But reality caught up quickly. The taste did not hold. Repeat purchases never came. The shops declined further orders.
That should have been the end.
Instead it became the beginning of something bigger. The brothers went back to the drawing board, changed the plan and started again from scratch. This time with a sharper focus: the taste had to be as good as the contents. After many sleepless nights, countless tastings and personal sacrifices, the pieces began
to fall into place.
The breakthrough came in 2018 when Reitan — owner of Pressbyrån and 7-Eleven — decided to stock Clean centrally. ICA followed shortly after. And that is when the journey really began.
Since then Clean has grown into one of Sweden's most recognised functional drink brands. But the foundation is the same as on day one: a drive to make something better — no shortcuts, no compromises.
We have not taken the straight road here. But perhaps that is exactly why our journey means so much to us — and to our customers.
Clean is not just a drink. It is a reminder that stubbornness, self-awareness and a large dose of humility can take you a very long way.