The family that brought something new to Sweden
At the beginning of the 20th century, soft drinks were something exotic that existed only in continental Europe. But soon the news reached Sweden, thanks to two entrepreneurs who saw the possibilities of the product.
Robert Roberts and his son Harry founded AB Roberts in Örebro in 1910, and laid a whole new market for its feet. They specialized in creating tasteful aromas and extracts, which they sold to breweries. In the beginning, production was pure craftsmanship, but Roberts quickly became a growing industry.
Over the years, we have supplied aromas and extracts to well-known brands. The biggest successes have been Champis, which was a success as a luxury drink back in the 1920s – and Christmas root beer or "Julmust" as called by Swedes.
AB Roberts logo between the start of the company in 1910 and 1967.
Engineer Harry Roberts with family
It started in the middle of town and continued in an old orchard on the west side of Örebro.
It's the early 20th century. Robert Roberts And his son Harry wants to create an alternative to beer and spirits. It all happens during Harry's stay in Berlin, where Robert sends him to study chemistry. There he created his own collection of recipes, one of which will become a piece of Swedish drinking history..
After several years of laboratory work, Harry researches the black additive that resembles soft drink in appearance, but has a completely different taste. The famous Christmas must. Soon the family business AB Roberts in Örebro gets recognition, mostly for their revolutionary new drink, but also for other famous soft drinks. For the first 49 years, Roberts is housed in central Örebro. In the 1920s they bought a plot on the west side of Örebro, where there is an old orchard. There they move, build new and gradually develop the business to what it is today.
The premises in central Örebro at Vasagatan 13
Four eras of Roberts
The company is characterized by great visions. Among other things, it publishes the newspaper Soft Drink Manufacturer and starts a subsidiary in Finland. It is also exploring the possibility of establishing Roberts in Russia, but that effort will not happen. Robert Roberts runs production and product development until his death in 1932, when his son Harry took over. AB Roberts in Örebro endures World War II and has just enough business to survive. It is difficult to obtain raw materials for production and staff are poor, as many are drafted in.
Arthur Roberts takes over as managing director in 1949. After the army, he continues his military service in Värmland during World War II. And after completing his duties, he takes over the great responsibility of the company. Roberts still has the premises in town. It's hard work, with a lot of nooks and crannies that hardly promote the work environment. The move to new premises on the west side of Örebro will be the move to a paradise by comparison. The premises are more suitable, you start working with pallets and pallet haulers. In 1980, Göran Roberts took over as CEO of AB Roberts in Örebro.
Göran Roberts has extensive experience of the family business when he took over in 1980. He started as a production manager in 1966 and has also dealt with issues related to purchasing when he takes over. Characteristic of this epoch is above all the development of must. AB Roberts In Örebro, almost 100 percent of the market for Christmas must now has.
In 1997, the first external CEO was appointed to the AB Roberts in Örebro history. In 2011, the position as CEO went to Bodil Arvinder and is with it back within the family. During this time, the company has invested in more modern process equipment and developed its work environment.
When the people of Örebro could buy ready peeled oranges
Do you sometimes dream of not having to peel your oranges? For the örebros, it was a reality before The Second World War. Then large quantities of oranges were purchased for AB Roberts in Örebro for the production of orange soda. But it wasn't the juice and the pulp you wanted. It was the orange oil that was in the peel of the oranges. During the production of the soda, a large banner hung over Drottninggatan near Robert's premises.
It said, "Orange peeling is in progress." That's when the people of Örebro knew what was going on. Soon, queues were formed by orange-hungry customers who understood the finesse of avoiding the time-consuming orange peeling.