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AXA
“Give children and the sick the finest of everything” – that was the message in an advertisement in Stockholmstidningen as early as 1920. Since then, the natural power of oats and health has been the focus of AXA.
It all started with the Dane Peter Otto Stokkebye. In the 1890s, this businessman began importing grain and exporting oats from Gothenburg. He had ambitions and wanted to develop the business, but was rebuffed by the groat manufacturers. So he decided to build his own mill and compete seriously with his rival Gyllenhammar and his square boxes. The mill, which was established in Agnesberg outside Gothenburg, was completed in 1910 and in connection with this, oatmeal was launched under the name AXA. The new, groundbreaking AXA oatmeal was steam-prepared, which meant that the cooking time could be reduced from one hour to just three minutes, a revolution for Swedish households.
In 1959, Stokkebye sold the company to Lantmännen-owned Kungsörnen AB where the AXA brands continued to develop into what they are today. During these years, AXA introduced major launches such as AXA Fiber Oatmeal and AXA Gold Muesli, two Swedish classics on the breakfast table. Today, AXA has more than a hundred years of experience in producing natural and healthy breakfast products based on oats with local mills in both Sweden, Norway and Denmark. Together with the owner, Lantmännen, AXA supplies the Nordic region with naturally delicious breakfast products made from the finest Nordic oats.