For many years, Fruktbudet has delivered fruit to workplaces across Sweden. As the business has developed, its offering has also expanded and now includes coffee, beverages, breakfast, pastries and other treats, snacks, and a range of food and service solutions for workplaces.

Now, the company is taking the next step and becoming Wellday.

“Fruit will always be an important part of our history and our business, but the name Fruktbudet no longer reflects the full scope of what we do. Our customers are increasingly looking for solutions that contribute to a better working day, and Wellday gives us the opportunity to meet those needs, both today and in the future,” says Fredrik Fröborg, CEO of Wellday.

From Fruit Supplier to Workplace Partner

The change is driven by an ambition to make it easier for companies to meet more of their everyday workplace needs through a single partner.

Under the Wellday brand, the company will continue to develop its offering in areas such as fruit, coffee, beverages, refreshments, food, and other services that contribute to employee wellbeing and a well-functioning workplace.

At the same time, the name change does not mean that the company is leaving its history behind.

“We are building on what has brought us to where we are today: experience, quality, reliable deliveries, and people who know both our business and our customers. This is not about becoming a new company, but about giving the company we already are better opportunities for the future,” Fredrik continues.

A Name for a Better Working Day

The name Wellday reflects the company’s overall ambition to contribute to better working days. The new brand identity has therefore been developed to encompass a broader offering, while maintaining the company’s focus on service, quality, and long-term customer relationships.

Alongside the name change, a new visual identity is being launched, with new concepts and offerings to be introduced gradually under the Wellday brand.

Fruktbudet and its wholly owned subsidiary, Fruktlådan i Karlstad AB, will both be fully rebranded as Wellday, which will replace their existing brand and company names. Fruktpaus in Gothenburg will retain its current brand for the time being.

Do you have any questions about the name change?

Please contact:

Fredrik Fröborg, CEO
fredrik.froborg@wellday.se
+46 707 79 09 79

About Wellday

Wellday, formerly Fruktbudet, offers products and services that contribute to workplace wellbeing and better working days. With 120 employees and more than 7,000 delivery locations across Sweden, Wellday combines 40 years of experience with a growing range of products and services, including fruit, coffee, beverages, refreshments, and convenient food solutions. Since 2022, Wellday has been owned by Hammarviken, a family-owned investment company based in Gothenburg.