Elias Pettersson drives wife Katelyn to Canucks arena for photoshoot of her brand new business venture

Vancouver Canucks forward Elias Pettersson’s wife Katelyn Byrd announced her new Swedish-inspired candy business this week. Katelyn, who married Pettersson in a private ceremony in Sweden earlier this year, introduced the brand called “Swete” through a YouTube vlog posted over the weekend.

In the vlog, Byrd also documented behind-the-scenes moments from the first promotional shoot of the brand. Footage showed Pettersson driving her to Rogers Arena, where she conducted photography for the launch.

“Good morning! I am getting a ride to the first shoot ever for the company by this guy (Petterson). I’m so excited. My nerves are crazy this morning—I’m feeling a little nauseous, but it’s okay. It’s going to go really well. I’m super excited,” she said.

Byrd shared that the concept was based on her exposure to Scandinavian candy culture during her modeling career and repeated visits to Sweden where she adopted the lordagsgodis tradition.

“I was traveling all across the world and trying the best candy in Europe. Even the chocolate in the Scandinavian countries and in Switzerland, you can’t even relate it to the chocolate here in North America,” Katelyn said. “I started bringing some home to my friends and family. And then fast forward, I married a Swedish man. Every time I’d go back to Sweden, we’d have Lördagsgodis, which means Saturday candy day. It’s a tradition in Sweden,” she added.

The video also included snippets of packaging previews and references to early business meetings.

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Elias Petterson’s wife Katelyn shares estimated date for official launch of her candy brand

During the video, Katelyn stated that her aim was to bring Scandinavian-style candy to North America with higher ingredient standards and flavour quality than typical mass-market products.

She indicated that online sales would begin first with local availability planned afterward. She projected a November rollout.

“I’ve been working night and day on this for a very long time, and we’re so close to launching. I believe we’ll be ready for you guys in November,” she said. “We will be selling online and locally, and you’ll find out when we’re online, it’ll most likely be this month.”

The brand launched with three product mixes, sweet, sour and chocolate. Katelym shared that she spent the summer testing products with Pettersson, friends and family and handled branding, logo development, packaging mock-ups and trademark work herself.

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Edited by Anjum Rajonno