Paulig
A Finnish family-owned food and beverage company whose portfolio spans coffee, spices, Tex-Mex foods, snacks, sauces, and world foods.
Last updated October 24, 2026
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Overview
Paulig is a Finnish family-owned food and beverage company founded in Helsinki in 1876 by Gustav Wilhelm Paulig, a German-born merchant who had moved to Finland and established a trading business dealing in imported colonial goods. The company initially handled coffee, spices, sugar, oils, rice, and dried fruit. Coffee became central to its identity: Paulig began roasting coffee on a small scale in the late nineteenth century and developed Finland’s first commercial coffee-roasting operation in the early twentieth century. The business evolved from an import and trading house into a branded consumer-goods manufacturer under the leadership of Gustav Paulig’s family. After Gustav’s death in 1907, his wife Bertha Paulig managed the company and oversaw major expansion, including a new headquarters and roasting facility in Helsinki’s Katajanokka district. In 1919 the company was incorporated, and Bertha’s son Eduard Paulig subsequently strengthened its coffee sourcing, production, and distribution. Paulig introduced pre-packed coffee in Finland in 1924 and ready-ground, date-stamped coffee in 1931. The Juhla Mokka and Presidentti blends, introduced in 1929, became enduring parts of Finnish coffee culture. The company maintained operations through the disruptions of the Second World War by producing coffee substitutes from grains and other ingredients when imports were unavailable. It also entered frozen foods during the war, establishing a plant in Helsinki in 1942. After coffee imports resumed and rationing ended, Paulig modernised packaging, promoted filter coffee, expanded its café and food activities, and developed advertising assets such as the Paula Girl character and spokesperson. A large automated roastery opened in Helsinki’s Vuosaari district in 1968, supporting the company’s later production growth. From the 1970s onward, Paulig increasingly concentrated on manufacturing and branded consumer products rather than wholesale trading. It expanded beyond coffee into frozen foods, mustard, spices, and other grocery categories. Internationalisation accelerated during the 1980s and 1990s through acquisitions, partnerships, and the development of the Santa Maria seasoning business. Paulig also expanded its coffee activities in the United Kingdom and restored operations in Estonia after the country regained independence. The company’s portfolio later broadened through brands and businesses including Santa Maria, Poco Loco, Conimex, Zanuy, Risenta, and Liven. In the twenty-first century, Paulig has positioned itself as a multi-category food company rather than solely a coffee producer. Its activities include coffee, Tex-Mex products and concepts, snacks, tortillas, sauces, spices, Asian foods, plant-based products, and manufacturing for industrial and private-label customers. Sustainability has become a prominent strategic theme. Paulig has developed a 2030 sustainability approach, adopted science-based climate targets, created a climate fund, and worked toward more traceable and certified sourcing of green coffee. Its corporate venture capital arm, PINC, invests in early-stage companies connected with sustainable food systems, novel ingredients, and circular-economy solutions. Recent growth has focused particularly on snacks and international food categories. Paulig acquired Spanish snacks producer Liven in 2022, sold its Russian operations in the same year following Russia’s invasion of Ukraine, announced a €42 million investment in a savoury-snacks facility in Spain in 2024, and acquired British sauces and condiments producer Panesar Foods in 2024. In 2025, it acquired the Dutch Asian-food brand Conimex. Paulig remains family-owned, operates across more than a dozen countries, employs approximately 2,800 people according to the cited reference material, and sells products in markets around the world.
History
Paulig was established in Helsinki in 1876 by Gustav Wilhelm Paulig, a merchant from Lübeck who had moved to Finland in 1871. Before founding his own business, he worked in the import trade. His company initially supplied Finnish customers with coffee, spices, sugar, oils, rice, dried fruit, and other imported groceries. Coffee quickly became a major activity. Paulig began roasting in small rotating drums during the 1880s, and the business developed Finland’s first commercial coffee-roasting operation in 1904. The company’s P trademark was registered in 1905. Following Gustav Paulig’s death in 1907, his wife Bertha assumed responsibility for the business. Her period of leadership brought substantial investment and physical expansion. In 1911 Paulig opened a large headquarters and roasting house in Helsinki’s Katajanokka district. The building’s chimney became a local landmark. The company also expanded its café activities and added tea to its product range. In 1919 the business became a limited company, A.B. Gustav Paulig O.Y., and Bertha’s son Eduard Paulig became managing director. He developed direct relationships with coffee producers in South and Central America and modernised the company’s production and commercial operations. Paulig introduced several packaging and convenience innovations during the interwar period. It launched Finland’s first pre-packed consumer coffee in 1924 and later introduced ready-ground coffee with date marking in 1931. Juhla Mokka and Presidentti blends appeared in 1929 and became long-running Finnish brands. Paulig’s products received recognition at Finnish industrial fairs during the 1930s, reinforcing the company’s quality-oriented reputation. The Second World War created severe difficulties because Finland’s coffee imports were interrupted. Paulig produced substitute beverages using ingredients such as acorns, rye, and barley. The company also supported employees serving at the front by maintaining wages and sending care parcels. In 1942 it established a frozen-food plant in Helsinki’s Herttoniemi district, initially serving military needs and later helping introduce frozen foods to Finnish consumers. Coffee returned to Finland in 1946, while rationing continued until 1954. Paulig then resumed fuller coffee production, modernised its packaging, promoted filter coffee, and expanded its food portfolio. The Paula Girl advertising symbol, created earlier in the company’s marketing history, was represented by a real spokesperson from 1950 and became a prominent Finnish commercial icon. In 1968 Paulig opened a new automated coffee roastery in Vuosaari. The facility was inaugurated by President Urho Kekkonen and was described in the source material as the largest in the Nordic countries at the time. The 1970s brought strategic concentration and diversification. Paulig phased out wholesale activities to focus more closely on manufacturing and branded consumer goods, while expanding into frozen foods, mustard, and other grocery products. It also established the Paula Consumer Service in 1971 to provide recipes and product information. The company marked its centenary in 1976. International development became more prominent in the 1980s and 1990s. Paulig introduced a hot-air P-roast process and created the Paulig Coffee Institute in 1980 to support coffee education and quality standards in the hospitality sector. It acquired the British coffee business Appleton, Machin & Smiles in 1986, later associated with Paulig UK, and formed the Nordic Spice Alliance with Swedish and Danish partners in 1991. Seasoning activities were subsequently developed under the Santa Maria brand. Paulig re-established operations in Estonia in 1993 with a roastery and spice plant in Saue. It also acquired the British Lyons coffee brand during the 1990s and acquired a stake in the German Fuchs Group in 2000. During the 2000s and 2010s, Paulig continued to modernise production and broaden its international food portfolio. Its brand family came to include Santa Maria, Poco Loco, Conimex, Zanuy, Risenta, and other businesses, alongside the Paulig coffee brand. Sustainability became increasingly central to its strategy. The company introduced a 2030 sustainability approach, established science-based climate targets, developed a climate fund, and pursued more traceable and certified sourcing of green coffee. In 2018 it established PINC, a corporate venture capital arm focused on sustainable food systems, novel ingredients, and circular-economy solutions. The company’s recent expansion has concentrated on snacks and global food categories. In 2022 Paulig acquired Spanish snacks producer Liven and sold its Russian operations following the invasion of Ukraine. In 2024 it announced a €42 million investment in a new savoury-snacks plant in Spain and acquired British sauces and condiments company Panesar Foods. In 2025 it acquired Dutch Asian-food brand Conimex. Paulig is currently a family-owned international food company with operations in more than a dozen countries, products sold in more than 70 markets, and approximately 2,800 employees according to the cited reference material.
- 2025
Conimex acquired
[2]Paulig acquired Dutch Asian-food brand Conimex.
- 2024
Spanish snacks investment and Panesar Foods acquisition
[2]Paulig announced a €42 million savoury-snacks facility in Spain and acquired Panesar Foods.
- 2022
Liven acquired and Russian operations sold
[2]Paulig acquired Liven and sold its Russian operations following Russia’s invasion of Ukraine.
- 2018
PINC launched
[2]Paulig established PINC, a corporate venture capital arm focused on sustainable food innovation.
- 2000
Investment in Fuchs Group
[1]Paulig acquired a stake in the German Fuchs Group.
- 1993
Operations re-established in Estonia
[1]Paulig reopened operations in Estonia with a roastery and spice plant in Saue.
- 1991
Nordic Spice Alliance formed
[1]Paulig joined Swedish and Danish partners in creating the Nordic Spice Alliance, later linked with Santa Maria seasoning activities.
- 1986
British coffee expansion
[1]Paulig acquired Appleton, Machin & Smiles, later associated with Paulig UK.
- 1980
Coffee Institute and P-roast process
[1]Paulig established its Coffee Institute and introduced a hot-air P-roast process.
- 1971
Paula Consumer Service established
[1]Paulig created a consumer service focused on recipes and product information.
Products and positioning
A quality-focused, family-owned European food company combining Finnish coffee heritage with international growth in spices, Tex-Mex, snacks, sauces, and world foods, while emphasising innovation and sustainability.
Coffee · 1876
Paulig coffee
Paulig’s coffee business is the company’s historical foundation. It covers roasted and ground coffee and related consumer and food-service offerings. The company’s Finnish coffee heritage is associated with long-running blends and a focus on roast quality, sourcing, packaging, and coffee education.
Coffee blend · 1929
Juhla Mokka
Juhla Mokka is one of Paulig’s best-known Finnish coffee blends. Introduced in 1929, it became a long-standing household product and an important part of Paulig’s presence in Finnish coffee culture.
Coffee blend · 1929
Presidentti
Presidentti is a heritage Paulig coffee blend introduced in 1929. It is positioned as a premium or special-occasion expression of Paulig’s Finnish coffee tradition and remains one of the company’s signature coffee names.
Spices and Tex-Mex foods
Santa Maria
Santa Maria is a major Paulig brand covering spices, seasonings, Tex-Mex ingredients, sauces, and related meal concepts. It represents Paulig’s expansion from coffee into internationally oriented food categories and is distributed across European markets.
Tex-Mex foods and tortillas
Poco Loco
Poco Loco is a Paulig brand associated with Tex-Mex foods, tortillas, and related meal products. Its portfolio supports Paulig’s European manufacturing and distribution activities in the Tex-Mex category.
Asian foods
Conimex
Conimex is a Dutch Asian-food brand acquired by Paulig in 2025. The brand broadens Paulig’s World Foods portfolio and strengthens its position in Asian cooking products and related grocery categories.
Snacks and tortillas
Liven
Liven is a Spanish snacks manufacturer acquired by Paulig in 2022. Its activities include plant-based snacks and tortilla products made from pulses and grains, supporting Paulig’s growth in snacks and Tex-Mex foods.
Health-oriented and plant-based foods
Risenta
Risenta is a Swedish food brand added to Paulig’s portfolio during the 2010s. It contributed to Paulig’s diversification into foods associated with grains, seeds, plant-based eating, and health-oriented grocery consumption.
Controversies
2020
Paulig recalls Gold&Green Nyhtokaura products in Estonia
In 2020, Paulig recalled all Gold&Green Nyhtokaura products produced in July that were sold in Estonia. The recall was described as a precautionary measure taken after listeria was detected in two Gold&Green Nyhtokaura products in Finland. The article states that the products in which listeria was found were not sold in Estonia. The recall applied to the July-produced Gold&Green Nyhtokaura products in the Estonian market.
Marketing campaigns
- 1920Paula Girl advertising
Finland
Paulig developed the Paula Girl advertising character during the early twentieth century and later used a real spokesperson from 1950. The symbol became one of Finland’s most recognisable food-marketing assets.
Outcome. The character became a durable part of Paulig’s brand identity and Finnish commercial culture.
Brand decisions
2025
Acquisition of ConimexM&ABackground
Paulig continued expanding its Asian-food and World Foods activities.
Action taken
Paulig acquired Dutch Asian-food brand Conimex.
Aftermath
The acquisition expanded Paulig’s presence in the Asian category.
2024
Investment in Spanish savoury-snacks productionStrategyBackground
Paulig identified savoury snacks as a growth area within its broader international food portfolio.
Action taken
Paulig announced a €42 million investment in a new savoury-snacks production facility in Spain.
Aftermath
The investment was intended to support European growth and the company’s sourcing and sustainability objectives.
Announced investment. €42 million (2024 announcement)
2024
Acquisition of Panesar FoodsM&ABackground
Paulig sought to expand its World Foods business and its presence in sauces and condiments.
Action taken
Paulig acquired British sauces and condiments maker Panesar Foods Ltd.
Aftermath
The transaction broadened Paulig’s portfolio in sauces, condiments, and internationally oriented foods.
2022
Acquisition of LivenM&ABackground
Paulig aimed to expand its snacks and Tex-Mex activities, including plant-based products.
Action taken
Paulig acquired Spanish snacks producer Liven, which makes snacks and tortillas from pulses and grains.
Aftermath
The acquisition strengthened Paulig’s European snack and Tex-Mex manufacturing platform.
2022
Exit from Russian operationsStrategyBackground
Russia’s invasion of Ukraine created a major geopolitical and operating environment change.
Action taken
Paulig sold its Russian operations.
Aftermath
Paulig withdrew from the Russian market.
2018
Launch of PINCStrategyBackground
Paulig sought to support innovation beyond its established food categories and to participate in emerging sustainable-food businesses.
Action taken
The company established PINC as a corporate venture capital arm investing in sustainable food systems, novel ingredients, and circular-economy solutions.
Aftermath
PINC became part of Paulig’s innovation and sustainability platform.
Recent events
Paulig recalls Gold&Green Nyhtokaura products in Estonia[3]
As a precaution after listeria was detected in two Gold&Green Nyhtokaura products in Finland, Paulig recalled all Gold&Green Nyhtokaura products produced in July in Estonia. The article says the products in which listeria was found were not sold in Estonia.
Sources3 sources
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