LET THE
JOURNEY BEGIN

Reykjavík, 1962.
This is where Sambó journey starts.

Jón S. Kjartansson, the founder of Sambó Kólus ehf, launches his own company with his two older brothers. The very first products introduced to the market that contain pure liquorice.

GOLDEN 60’-70’

After the first “classic” products, Jón launches liquorice straws in small candy shops. Icelanders use them to drink their favourite traditional orange soda, adding to it the unique taste of liquorice. This trend lasts for years, making the company evolve.

People on Iceland get crazy also about raw liquorice rolls eaten with separately bought chocolate. That’s when the idea for the new products starts to grow.

THE CHOCOLATE POINT

After the first “classic” products, Jón launches liquorice straws in small candy shops. Icelanders use them to drink their favourite traditional orange soda, adding to it the unique taste of liquorice. This trend lasts for years, making the company evolve.

People on Iceland get crazy also about raw liquorice rolls eaten with separately bought chocolate. That’s when the idea for the new products starts to grow.

Here comes into the picture a new product - Pristur, which becomes the most sold candy on Iceland! Jón asks his sons, Kjartan and Snorri, to launch the three initial versions of the product at the school candy shop to choose the best one, and that is how today’s taste of Pristur gets shaped by children.

Sambó acquires another Icelandic company, introducing two new products: Bananastangir and Candy frogs. They decide to keep the original name of the sweets due to respect to the old and well-known brand. From 2000 the product range grows, and Sambó remains one of the top-selling confectionery company in Iceland. Within 2019 starts the export project - a new journey, with entirely new tastes.