In 1907 Oskar Lithell started his first factory- and business premises in Kumla and started producing sausages. Twenty-five years later the first hot dog was launched, which was the start of one of Sweden´s oldest and most beloved brands. Oskar Lithell had a competition among his staff on what the new sausage should be called. The winning entry was based on that a sausage with such a royal flavour should wear a royal name. That is why the sausage is named after the Swedish princess, Sibylla who later the same year married Gustav Adolf. Sibylla was one of the first fastfood brands within the segment “comfortable-food”. During the 1930s Lithells started to serve sausages from small wagons to increase sales during the depression, these wagons are the origin to our modern street kitchen today. 1972 the first hamburgers was launched and contained 80 percent beef and was named Olympia burger – this was the start of a new hamburger-trend in Sweden. In 1977 competitors fell behind when Sibylla Super star 150 g, a new hamburger was launched this formed the Sibylla-chain which quickly became a new business market.
The new business market Sibylla shop in shop – becomes a success with its new manufacturing methods when it launches 1994. Even today Sibylla shop in shop concept is one of the company’s most successful business areas with a strong present in more than 10 European countries. In 2004 Sibylla was appointed a Superbrand in Sweden. Our market share in the Swedish street kitchen market is about 60 percent. The initial target group “young youth” has evolved into much more and today you will find Sibylla products at gas stations, grocery stores, events, fairs, arenas, festivals and much more.
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