Pågen bread

Pågen is Sweden's leading bakery, known for its wide variety of packaged fresh bread, rolls, and pastries. Founded in 1878 by Anders and Matilda Påhlsson in Malmö, the company has grown from a local small-scale bakery into a major international exporter. Their most famous products include the iconic 'Gifflar' cinnamon rolls and 'Krisprolls' (crusts/rusks).

The brand maintains a strong commitment to Swedish quality, operating two primary bakeries in Malmö and Gothenburg. Much of their supply chain is vertically integrated; they own 'Lilla Harrie Valskvarn', one of Sweden's oldest flour mills, ensuring that their main ingredient is sourced sustainably from local Swedish farmers. Today, Pågen remains a family-owned enterprise, with the Påhlsson family continuing to oversee the company's operations into the mid-2020s.