Sickla Central, 2025-10-14
“In short: we make it easy to eat well – even when life moves fast.”
MEMBER INTERVIEW WITH ANEW
Meet the first members at A house Sickla Central! Anew is a group of entrepreneurs who want to recode our everyday habits and make good health a simple given.
Welcome to Sickla Central. Tell us more about yourselves – what is Anew and who is it for?
Anew offers tasty and nutritious products that make it easy to make smart, healthy choices in everyday life, without making it complicated.
How was Anew born – what was the spark?
We have our roots in exercise and health and have more or less grown up on the gym floor. A common frustration we saw was how difficult many people find it to establish sustainable eating habits, especially when they want to lose weight or just achieve a healthy balance. We wanted to create a solution that really works – something that combines nutrition, taste and simplicity. The result was partly our fantastic products from Anew and our WeightTrainer concept, which is now available in gyms in several countries.
What problem do you solve best?
In short: we make it easy to eat well. Our products have a high nutritional value but minimal calories, which means you can replace one or more meals without compromising your body. Everything is designed to support healthy choices – even when life moves fast.
Do you have a signature product?
Yes, our VLCD (Very Low Calorie Diet) products really stand out. They are EU-regulated, approved by the Swedish National Food Agency and also used in healthcare. The requirements are rock-solid – both in terms of content and taste – but we have managed to create something that both works and tastes good. We are even alone in the world in having done this in bar format. Our bars are more than a snack: they are packed with vitamins, minerals, healthy fats and fiber.
What happens in the next 6–12 months?
We continue to expand through WeightTrainer, which is now available in Norway, Germany and Switzerland. At the same time, we are growing in the Swedish market, not least through the pharmacy channel. Our focus is on establishing Anew internationally and continuing to spread our concept to more people who want to feel better.
Why did you choose A house, and how did you end up at Sickla Central?
We were based in Nacka for a long time and heard that A house was going to open here. When we saw what was going on, we immediately felt that it was the right next step, without a doubt. We are super happy that we moved in here!
What do you hope to find in our community – and what do you want to invite others to?
Sitting close to other entrepreneurs provides unexpected conversations and new perspectives. So we are curious and think it’s fun to sit in a bubbling, inspiring environment. We hope to contribute good energy and healthy habits to the community!
Do you already have a favorite piece of furniture or detail in the new house?
The coffee maker, definitely.
Two simple everyday routines for well-being that you do yourselves?
Packed lunch – cheaper than eating out, and you know exactly what you’re getting.
Exercise – there is always time for a couple of sessions a week. Everything else is excuses :)
Where can you be found at lunchtime?
Either you can find us in the kitchen, on a walk in Sickla or at Nacka Dojo – they have awesome lunch sessions!
Yay or nay: pedometer, cold bath, standing desk?
Yay, yay and yay!
What can other members talk to you about?
Exercise, diet, health – but also film, series and American football.