Fuud brand iQ Fuel extends its partnership with HockeyAllsvenskan

STOCKHOLM, 16 Aug, 2021 08.00 CEST

Fuud has entered into a two-year partnership agreement with HockeyAllsvenskan that enables close-to-sales marketing efforts, local events and sales in 14 different regions in Sweden.

The partnership agreement with HockeyAllsvenskan means that Fuud and the iQ Fuel brand will be visible in HockeyAllsvenskan's various media and arenas. During the season that starts in September 2021, events will be arranged every week around Sweden. In the 14 arenas that are part of the collaboration, sales of iQ Fuel and other suitable Fuud products will be conducted. Through the collaboration, Fuud and iQ Fuel enable close-to-sales marketing efforts in all locations that have Allsvenskan participation. The iQ Fuel brand is the primary brand in this partnership, but Fuud's other brands Homie, Nathalie’s, Bezzt of Nature, Frill and Juica are also included in the collaboration.

Peter Blom, CEO of Fuud, comments on the partnership:

• Through the collaboration with HockeyAllsvenskan, we get a unique opportunity to increase our brand awareness on a broad front throughout Sweden. This will be achieved through events with good visibility and impact in combination with a large presence in the media and retailers in each city with an Allsvenskan hockey team. The collaboration will strengthen both iQ Fuel and Hockeyallsvenskan. IQ Fuel is a smart energy drink that provides energy without negative effects, and since the products are free of caffeine and taurine, they can be sold without age limit. IQ Fuel, together with our other brands Juica, Bezzt, Frill and Nathalie’s, fits well into HockeyAllsvenskan's profile and in the arenas around Sweden. We are also pleased that the collaboration gives the local youth associations a supplement for every Fuud product sold - something that both benefits youth sports while giving power to our local sales efforts.

Gabriel Monidelle, CEO of HockeyAllsvenskan, comments on the collaboration:

• We are very happy about the collaboration with iQ Fuel and Fuud's other brands. Fuud's products are of high quality and good alternatives from a health point of view, something we want to be able to offer in our arenas around the country. I look forward to a good collaboration with Fuud in the future.

The collaboration with HockeyAllsvenskan has begun during the summer of 2021 and the agreement extends to the year 2023, with the possibility of extension thereafter.

For further information, please contact:

Peter Blom, CEO Fuud AB

Tel: +46 706 555 698

Email: peter.blom@fuudunited.com

About the Fuud Group

With the vision of being the Nordic market leader in 2025, Fuud brings together a number of exciting Swedish brands within Functional Foods, in order to jointly challenge the existing players in one of the food industry's fastest growing categories.

Fuud is growing through a combination of organic growth and acquisitions with a strong focus on high-quality content, exciting innovations and attractive design. Fuud's goal is to offer new and better alternatives than those already on the market, and at the same time contribute to both better health and increased quality of life for the Nordic population.

With a naturally built-in forward-thinking spirit, a strong and motivated sales force and a number of experienced key players in management and the board, Fuud has created a balance between muscle, drive and experience. The Fuud Group currently has 9 brands: iQ Fuel, Homie, Beijing8, Juica, Juicekultur, Bacoccoli, Frill, Nathalie’s, Bezzt of Nature.

The company is based in Stockholm and is listed on the Nasdaq First North Growth Market, short name Fuud. FNCA Sweden AB is the company's Certified Adviser. Tel. +46 (0) 8 528 00 399, email info@fnca.se