Co-founder Michael Hansen had come across a delicate but simple snack on his travels through the US, inspiring him to launch Svenska LantChips together with his wife, Signhild. The couple chose to venture into a world they knew very little about and where only a few key brands dominated the market, on top of it all during the big recession in the early ‘90s. The company’s CEO and Signhild’s brother, Robert Arnegård, describes what they did as “a love of adventure”, something he sees as one of the company’s real strengths.