The Rå Hygge Story

At SRSLY, we’re so glad to show you the brands we’re fond of, and Rå Hygge is one of them! We’re so happy to introduce you to Rå Hygge, a delightful Nordic wellness brand that's all about feeling good inside and out. Founded in 2013 by Irina Sandberg, a passionate coffee and health enthusiast from Copenhagen, Rå Hygge crafts organic coffee products using revitalizing, natural ingredients. 

How did you start your brand?

I started Rå Hygge after learning about the Danish concept of "hygge," which is all about cozy comfort, especially with hot drinks like coffee. Coming from a background of distributing healthy foods in the Nordic region, I became interested in the health benefits of medicinal mushrooms, particularly those with adaptogenic properties. I wanted to create a healthier coffee option, as regular coffee can be too acidic and affect our bodies negatively. After researching Eastern wisdom and Traditional Chinese Medicine, I saw an opportunity to develop a coffee that was less acidic and more balanced. In 2021, eight years after starting this journey, we launched our own roastery with the goal of making our coffee even healthier and more sustainable. Our journey is just beginning, and we're excited to share it with others who are passionate about health and gourmet food and drinks.


Tell us about your VALUES

Rå Hygge is built upon a set of core values that guide everything we do. These values reflect our commitment to our customers, our products, and the world around us:

  • Wellness: We prioritize the health and well-being of our customers by offering products that promote vitality and nourishment.
  • Sustainability: We are dedicated to minimizing our environmental impact through sustainable sourcing, production, and packaging practices.
  • Quality: We uphold the highest standards of quality in every aspect of our business, from ingredient selection to product development and customer service.
  • Innovation: We continually strive to push the boundaries of what's possible, exploring new ideas and ingredients to create innovative and exciting products.
  • Community: We believe in the power of community and aim to foster meaningful connections with our customers and partners, both online and offline.
  • Transparency: We are committed to transparency and honesty in all our operations, providing clear information about our products and practices to our customers.

At Rå Hygge, we are driven by a passion for wellness, sustainability, and innovation, and we invite you to join us on our journey towards a healthier, happier world.

What has been your personal highlight since starting the brand?

Since starting Rå Hygge, there have been lots of great moments. Each step we take gets us closer to our big goal: providing delicious coffee and other products that are good for people and the planet. We learn from our mistakes and keep getting better. If I had to choose just one highlight, it would be opening our own roastery and production space. This lets us make our products even better and more easily. It's a big step forward for us on our journey to making the world a healthier, happier place, one cup at a time.

What has been your biggest learning?

The biggest lesson I've learned on this journey is that you can't do it all alone. Having a good business partner and working with people who share your goals makes the journey much better. It's more fulfilling and rewarding when you have support.


What is the future of your brand?

We see a bright future ahead for our brand. Our goal is to expand our range of nutritious and eco-friendly comfort foods and beverages as we continue learning along our journey. We envision growing our brand into a community-focused platform, both online and in physical locations around the world. By doing so, we aim to play a part in making the world healthier and more sustainable. Join us as we work towards creating a better future for everyone.

What flavours are already on sale?

SRSLY have started with the launch of 3 flavours in our filter coffee range and if you love this product as much as we do, we'll able to offer even more variety in the future. 

  • Tremella: The acidity level of the Tremella coffee blend is as low as pH 6.0 (most regular coffees are around 4.0-5.0), thanks to our gentle, patented after-roast treatment of the coffee beans. The two functional mushrooms help to further lower the acidity level in the coffee, complementing the experience with other benefits associated with functional mushrooms.
  • Lions Mane: taste. Pleasantly complemented with earthy, rich umami flavor from Lion’s Mane. Perfect for pour-over, filter coffee, or espresso. Maintain a good vibe by indulging in two Lion’s Mane coffee moments each day, particularly on work or study days. Gut-friendly low-acid coffee joy, free of jitters.
  • Reishi: Organic gourmet coffee with a balanced, medium-bodied taste. Earthy, subtle umami aroma derived from Reishi. Ideal freshly ground as balanced filter coffee or lighter espresso. Sip slowly twice daily for a sense of balance and a calm energy boost. No jitters, easy on the tummy low acid coffee delight.

What products are the most popular?

Currently, our most popular product is the Tremella Mushroom Coffee, affectionately dubbed the "beauty coffee" due to its benefits rooted in Traditional Chinese Medicine. Customers are drawn to its remarkable properties, particularly its ability to enhance collagen production with the help of amino acids found in Tremella mushrooms. While favorites may shift over time, right now, the Tremella Mushroom Coffee is captivating taste buds and winning hearts with its wellness benefits.



What makes your brand different from others?

What truly distinguishes Rå Hygge from other brands is our relentless pursuit of balance and well-being. Beyond simply offering products, we foster a lifestyle centered around holistic health and contentment. Our commitment to transparency ensures that every aspect of our journey is open and honest. Additionally, our dedication to community engagement sets us apart as we strive to build meaningful connections with our customers and partners. Rå Hygge isn't just a brand; it's a philosophy — a way of living that embraces both pleasure and purpose, inviting all to join us in the pursuit of a harmonious existence.