ICA Special Flingor cereal

ICA Special Flingor is a popular private-label breakfast cereal sold by the Swedish retail giant ICA. These crunchy flakes are primarily made from rice and whole grain wheat, designed to be a health-conscious option similar to global brands like Kellogg's Special K. Although it is a Swedish brand, the product is manufactured in Germany by H. & J. Brüggen KG, a leading European specialist in private-label cereal production.

The history of the ICA brand dates back to 1917, when Hakon Swenson founded Hakonbolaget in Västerås to coordinate purchasing for independent retailers. Over the decades, it evolved into the ICA brand we recognize today. In 2022, the parent company, ICA Gruppen, underwent a significant ownership shift and was delisted from the stock exchange to become a privately held entity. It is now ultimately owned by Murgröna Holding AB, which is controlled by ICA-handlarnas Förbund (the Association of ICA Retailers) and AMF Pensionsförsäkring AB, maintaining its strong Swedish roots and governance.