“Just like soda, but better” – Paula Johansson & Rita Blomstersjö about HEJhäppi

HEJhäppi marks the arrival of a new generation of lemonades on the European market: modern, mindful and uncompromising in flavour. The Swedish brand reimagines classic soft drinks, focusing on natural ingredients, functional benefits and a clear understanding of lifestyle. Following initial success in its home market, the founding duo is now taking the next step and launching in Germany – supported, among others, by model and entrepreneur Stefanie Giesinger, who is on board not only as a brand ambassador but also as an investor.

In this interview, Rita Blomstersjö and Paula Johansson discuss the origins of HEJhäppi, the challenges of product development, and their positioning between classic lemonade and functional drinks. They also provide insights into their growth strategy, the German launch and their vision for the future of the category.

Who are you – and what personally motivated you to found the company?

Paula Johansson: We are Rita and Paula, the founders of HEJhäppi, a next-generation soda brand from Sweden. We grew up together in southern Sweden and have always shared a strong interest in health, lifestyle, and entrepreneurship. During our time in Los Angeles, we discovered a completely new category of soda, one that felt modern, conscious, and enjoyable without compromise. That experience sparked the idea that eventually became HEJhäppi.

Rita Blomstersjö: What motivated us most was the realization that Europe was missing this type of drink. Traditional sodas felt outdated, but many functional drinks lacked the joy and taste of classic refreshment. We wanted to create something that combines both great taste and a better ingredient philosophy. That became our mission.

Was there a specific moment when you realized Europe was missing this drink?

Paula Johansson: I was studying at UCLA and had fully embraced the healthy California lifestyle. I discovered “better-for-you” soda and loved the idea of a drink you could enjoy without guilt, one that also supported gut health and felt modern.

Rita Blomstersjö: The defining moment came when Paula introduced me to one of those drinks while we were preparing for her birthday. I remember saying, “I don’t drink soda.” But after one sip, I loved it. We both realized immediately: this is the future of soda, and Europe doesn’t have it yet. We knew that if we loved it, many others would too.

How long did development take – and what were the biggest challenges?

Rita Blomstersjö: From the first idea to market launch, development took around more than a year. One of the biggest challenges was creating a product that meets strict EU regulatory standards while still delivering on taste and quality.

Paula Johansson: Taste was absolutely critical for us. Many functional drinks focus on benefits but compromise on enjoyment. We tested extensively until we achieved a flavor profile that feels like a classical refreshment drink, fresh, balanced, and enjoyable, while staying true to our ingredient philosophy.

Why position HEJhäppi between classic soda and functional wellness drinks?

Paula Johansson: We never wanted to be seen solely as a wellness product or purely functional drink. Soda should be fun, social, and enjoyable. At the same time, consumers today expect better ingredients and more conscious choices.

Rita Blomstersjö: HEJhäppi sits between both worlds: it delivers the familiar refreshment and emotional connection of classic soda, but with a modern, better-for-you approach. We see it as an upgrade.

What defines your recipe and taste philosophy?

Paula Johansson: Our drinks are made from fruit and berry juices, enriched with chicory root fiber and a touch of apple cider vinegar. Each ingredient has a purpose, from taste balance to texture and overall drinking experience.

We wanted a clean, refreshing profile, not overly sweet, but still full of character. The result is a modern soda that feels light, natural, and enjoyable.

How important is avoiding added sugar and artificial sweeteners?

Paula Johansson: It is fundamental to our brand. Today’s consumers read labels and want transparency. Avoiding artificial sweeteners and added sugar is central to our philosophy.

Rita Blomstersjö: Many comparable drinks rely heavily on artificial sweeteners. We chose a different path, reduced sugar, no added sugar, and a cleaner ingredient profile. That builds trust with our audience.

What learnings do you bring from Sweden?

Rita Blomstersjö: In Sweden, we saw strong consumer adoption across retail, gastronomy, and fitness environments. One key learning is that consumers are ready for a new soda category when taste and concept align.

Paula Johansson: We also learned the importance of community and brand storytelling. HEJhäppi is not just a product, it’s a lifestyle brand, and that connection matters.

We are especially proud that so many prominent supporters have joined us on this journey, from leading influencers and committed investors to members of the world-renowned music act Swedish House Mafia. Their belief in HEJhäppi reinforces our vision and has helped us build strong momentum in our home market.

Why is Germany the right next step for you right now?

Rita Blomstersjö: Germany is one of Europe’s largest and most dynamic beverage markets, with growing demand for reduced-sugar and better-for-you drinks.

We see Germany as a key strategic market for long-term brand building and category growth, especially among younger consumers.

What role do retail and food service play in your mid- to long-term distribution strategy?

Rita Blomstersjö: Retail is essential for scale and accessibility, while food service allows consumers to discover the brand in a lifestyle setting. Both channels complement each other. Together they help us build awareness, trial, and long-term consumer relationships.

How did the collaboration with Stefanie Giesinger come about?

Paula Johansson: We were looking for a strong partner who truly connects with conscious Gen Z and Millennials, and Stefanie was a natural fit.

She is not only an investor but also a strategic brand partner and ambassador. She supports the German launch through storytelling, campaign work, and community engagement. We will soon shoot a campaign film together in Berlin.

What would define a successful launch in Germany for you? And where do you see HEJhäppi in three years?

Rita Blomstersjö: In one year, success means growing distribution, and establishing HEJhäppi as a credible next-generation soda in Germany.

Paula Johansson: In three years, we aim to be one of Germany‘s leading better-for-you soda brands, reaching more consumers with a modern alternative and continuing to grow internationally.

In Germany, Columbus Drinks is our partner. Whilst we are still working together to establish our distribution network, HEJhäppi is already available to order via our online shop.

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+++ We’d like to thank Paula Johansson & Rita Blomstersjö for the candid and very interesting interview! If you have an interesting brand, we should talk. Just send us an email with the subject line “about-drinks Interview” to redaktion@about-drinks.com – we look forward to hearing from you! +++