It all started with one devoted sweet tooth in a small kitchen in Stockholm, on a mission to connect the dots between the world of health/training and the wonderful world of scrumptious sweets. The founder of Tweek, Åsa Rosén, has always had a passion for treats of all shapes, tastes and sizes. With a hectic lifestyle, she developed a stress-related condition which led to an inability to work for long periods of time. This is where it all started. Åsa was determined to find ways to improve her condition and started scanning the globe for different foods and ingredients with known health benefits.
Pastries, bars and other exciting innovations were created in the tiny kitchen in Stockholm.

The goal soon became clear to her as she began to learn more about these exciting ingredients; what if there was a way to create a new type of sweets without adding regular sugar? With natural, clean flavors and where appearance, taste and mouthfeel is no different from traditional candy?


In the world of today we are facing a number of challenges and threats to our health. Our mission at TWEEK is to meet these challenges with a new line of products and by doing so being a part of a bigger mission to provide new, more beneficial options for the people to choose from. We can with pride offer a new type of candy with fewer calories compared to traditional candy, no added sugar, dietary fibers and flavours and colours from nature. Our contribution is to encourage us all to make new, smarter choices in our everyday lives.

To fix, fine tune and improve
“Our brand name is inspired by the word ´Tweak´ meaning to fix, fine tune and improve. We have ”tweeked” traditional candy and made it better for our health. In our communication we never come up with pointers – instead we aim to inspire.

Our mission is to educate instead of talking about what’s right or wrong. We want to create an awareness without being too prestigious and we do this by using a creative and playful tonality.

We make no claims to be a dietary supplement or a miracle snack, we made a new kind of candy. We believe life should be all about balance – to indulge in good stuff that makes us happy and still be kind to our bodies. And we’re only just getting started.”

– Åsa, The Original Sweet Pilot


The demand for natural ingredients in the foods and drinks we consume is steadily increasing. We like this trend and do what we can to contribute to the market of more natural alternatives.

Our sweets contain no added sugar and the caloric value of our wonderful sweets is up to 50% less than traditional candy. Yet appearance, taste and mouthfeel is no different. We also stay away from preservatives, palm oil and soy lecithin.

We use natural flavours and colouring extracts from nature in all of our products. The natural colours are a range of food ingredients with colouring properties. Did you know that the red in our wonderful gummies comes from sweet potatoes? And the purple from black carrots?

TWEEK is founded by Åsa Rosén, the original Sweet Pilot, in Stockholm Sweden.


TWEEK Pick ‘n mix is launched and listed with Coop, the second largest retailer in Sweden.


TWEEK listed with Ica, the largest retailer in Sweden.
Launch of TWEEK pre-packed bags Fruity Fresh, Sour Supreme and Licorice Love.
Launch of exclusive line of products for Weight Watchers Europe.


Expanded listing of TWEEK with retailers in Sweden.
Launch of two TWEEK pre-packed bags with TWEEK Toffee Caramel and TWEEK Toffee Licorice.
New products are added to the Pick ‘n mix assortment.

Expanded listing of TWEEK with remaining retailers in Sweden.
Launch of pre-packed bags Vegan Vibe, Corny Crunch, Smoothie Chews and seasonal super favourite Super Santas.
TWEEK listed with retailers in Finland, Norway, Denmark, United Kingdom & Germany.
Launch of TWEEK Community with Sweet Pilots & TWEEK Ambassadors.
Updated site and expanded webshop with deliveries in Sweden, Nordic and EU countries.


Launch of TWEEK in China.
Launch Amazon Europe.
Expanded launch United Kingdom.
Launch of pre-packed bags Salty Salute and seasonal Easter Eggs.
Premiere of the new design.


It is thanks to you all Tweeksters out there that TWEEK exists today. Thanks to all of you who have been with us from the start, discovered us while we’ve been growing and shared TWEEK with your loved ones. Together with you, we have grown and can now count thousands of people around Europe and the world into our extended TWEEK family.

We work hard to let you know and make you feel that we appreciate you! When we started Sweet Pilots in the winter of 2020, it was to be able to invite the extra committed Tweeksters to take part in our development and help us move forward. And what an overwhelming response we were met by! We are so happy to be able to continue "the candy revolution" with you. If you haven’t already signed up for our newsletter, want to become a Sweet Pilot or want to collaborate with us in some way - contact us and register using the forms below.

Learn more about our community here.

– Åsa, The Original Sweet Pilot