Fast-growing Swedish food chain launching in the UK with several sites planned

A fast-growing Swedish food chain is preparing to launch in the UK, with several new restaurants planned across London in the coming years.

Holy Greens, a fast-casual brand specialising in fresh salads, warm bowls and healthy meals, will make its British debut this summer with a site at Cabot Square in Canary Wharf.

The company, which operates around 30 restaurants across Sweden, describes its concept as “Scandinavian mindful eating”, with a focus on health, sustainability and conscious living.

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On its website, Holy Greens says its community is built around shared values, adding: “Our guests are more than customers; they are ambassadors of a lifestyle.”

The chain also says it wants to build “a strong connection with individuals who care about what they eat and its impact on the world around them, without being overly complicated.”

Alongside the first restaurant, Holy Greens is already planning several more London openings and has begun recruiting staff, as reported by What’s The Jam.

Advertising the expansion, the company says: “Be part of our Scandinavian community. We are planning several new openings around London in the coming years and are always looking for new employees who respect people’s differences and are passionate about providing good service. Join our green revolution.”

Founded in 2013 by David Egonson and Nebojsa Pavicevic and headquartered in Malmö, Holy Greens is backed by investment firm Equip Capital.

Chief executive Sabrina Jaeger said: “This marks an important step in our international journey, but it is also the result of nearly two years of focused work across the entire organisation.

“International expansion is often viewed as a single strategic decision. The reality is very different.

“It involves countless analyses, market visits, pilot runs, refinements to our unit economics, supplier negotiations and building the right organisational capabilities.

“We have deliberately taken the time to ensure that the foundation is strong: both operationally and culturally.

“London is one of Europe’s most competitive food markets. Entering a market like this requires discipline, resilience and a clear point of differentiation.

“We do so with great respect for the market, but also with confidence in our concept, our brand and the results we have consistently delivered across Sweden so far.

“Expanding into new markets is never just about strategy and numbers. It is about people, culture and the ability to execute together over a long period of time.

“London is our first step beyond Scandinavia. Our ambition extends much further, and we are building for the long term.

“The foundation is in place. Now, the next chapter begins.”

Holy Greens said the Canary Wharf restaurant will be its first location outside Scandinavia, with additional London sites expected to follow over the coming years.

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