Häxvrål (Malaco)

Häxvrål is a popular salty licorice candy known for its intense flavor profile, often featuring a salt-dusted exterior and a chewy texture. The brand is deeply rooted in Nordic candy culture, where 'salmiak' (salty licorice) is a staple snack. Originally part of the Swedish confectionery heritage through the Malaco brand, it has become a recognizable item across Scandinavia.

The product is part of the Malaco portfolio, which was historically a Swedish entity. Following various mergers and acquisitions in the food industry, Malaco became part of the Leaf group, which eventually merged with the Dutch confectionery giant Cloetta in 2012. Today, while the brand maintains its Nordic identity and heritage, the actual production for many of these licorice products has been centralized to Cloetta's modern manufacturing facilities in Slovakia to serve the international market efficiently.

Cloetta AB, the ultimate owner, is headquartered in Sweden and is one of the leading confectionery companies in Northern Europe and the Netherlands. The company manages a vast portfolio of local heritage brands, ensuring that traditional recipes like Häxvrål continue to reach consumers while benefiting from a large-scale European distribution network.