Sisu
Sisu is a Finnish liquorice-based candy brand introduced in 1928 and known for its distinctive aroma, traditional blackletter logo, and long association with Finnish popular culture.
Last updated August 25, 2026
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Overview
Sisu is a Finnish candy brand whose history began in Turku in the late 1920s. It was introduced to the market in 1928 by Tehdas-Osakeyhtiö Seres, later known as Oy Seres Ab. The product was developed by Seres chemist Johan Ponkamo, who reportedly began the work in 1927 with the aim of creating a Finnish confection comparable to the Swedish throat and breath-freshening candy Läkerol. The formulation combined gum arabic with liquorice, a technically difficult combination that required extensive experimentation before the characteristic Sisu aroma was achieved. The aroma remains a closely guarded part of the brand identity. The candy achieved rapid recognition in Finland. Soon after launch, it received a gold medal at an international food-products fair in Liège, Belgium. The medal was subsequently depicted on the front of the package and became a longstanding visual element. Sisu's success was also linked to its name and flavor profile, which suited Finnish preferences. In its early decades, the candy was marketed particularly toward singers, public speakers, and smokers, functioning both as a breath refresher and as a confection associated with soothing the throat. Sisu's visual identity has been unusually durable. Its logo and packaging were designed by Arnold Tilgmann, who was working at Turun Kivipaino when the design was created. The logo uses an old Fraktur-style typeface, including the long form of the letter s, and has reportedly remained substantially unchanged since the 1920s. This continuity has helped make the package a recognizable Finnish design object, although readers unfamiliar with blackletter typography may misread the name. Advertising developed gradually. During the 1930s, Sisu became a favorite with limited advertising support. Print campaigns appeared more regularly in the 1950s and 1960s, while television advertising began in the mid-1970s. One especially remembered campaign used the slogan and imagery of a swamp, a hoe, and Jussi, linking the brand to a familiar national-cultural motif. From the late 1980s onward, Sisu advertising became closely associated with Finnish ice hockey. The theme continued after the brand moved between owners and reached a high point around Finland's 1995 world championship. Sisu also issued hockey cards in Finland from 1993 to 1996. The product range expanded beyond the original candy. Sugar-reduced and sugar-free formulations appeared in the 1970s, including a sorbitol-sweetened version and a xylitol version developed in connection with the dentistry department of the University of Turku. Because Finnish regulations restricted the use of the term sugarless for certain products, the brand used the term "Sokton" for one of these formulations. Leaf introduced Salmiakki-Sisu in 1994, which became a leading salty-liquorice product in Finland. Traditional sugared Sisu production was discontinued in 1998, while further variants appeared in the 2000s, including Sisu Horna and the liquorice-flavored Sisu Sysi. The brand's manufacturing history reflects changes in Finnish confectionery ownership. The Seres factory operated on Hämeenkatu in Turku in 1928 and moved to Rauhankatu in 1938. Ownership remained connected to the Kaukopaasi and Ponkamo families until the 1970s, when the business was sold to Rettig Group. Production later moved to a new factory in Aura, opened in 1973. Rettig sold its candy business to Huhtamäki in 1992, bringing Sisu into the Leaf confectionery portfolio. Sisu subsequently became associated with CSM ownership in 1999. Production was moved from Finland to Italy in 2013. The brand is currently identified with Leaf International, and Sisu remains primarily a Finnish-market confectionery brand with strong heritage value.
History
Sisu originated at the Seres confectionery works in Turku, Finland. Development began in 1927, when chemist Johan Ponkamo set out to create a Finnish candy comparable to Läkerol. The project required repeated experimentation because gum arabic and liquorice were difficult to combine into a stable and appealing confection. The resulting aroma became the defining sensory characteristic of Sisu and has remained confidential. Seres launched the candy in 1928. Its early commercial performance was strong, helped by a name that resonated with Finnish culture and a flavor suited to local tastes. International recognition followed quickly when Sisu won a gold medal at a food-products fair in Liège. The award was shown on the package and became part of the product's visual heritage. The brand's logo, designed by Arnold Tilgmann, used a distinctive Fraktur typeface and remained largely unchanged over subsequent decades. During the 1930s, Sisu became popular with relatively little advertising. It was promoted as a useful candy for singers, speakers, and smokers, giving it a role as both a breath refresher and a throat-associated confection. Print advertising became more visible in the 1950s and 1960s. Television campaigns began in the 1970s, including the memorable "swamp, hoe and Jussi" concept created by Lintas. The campaign continued to be remembered and was broadcast into the 1980s. Sisu's ownership and production arrangements changed repeatedly. The original Seres plant operated first on Hämeenkatu and later on Rauhankatu in Turku. The business remained connected with the Kaukopaasi and Ponkamo families until its sale to Rettig Group in the 1970s. A new factory opened in Aura in 1973. Rettig sold its confectionery operations to Huhtamäki in 1992, placing Sisu within the Leaf portfolio. In 1999, ownership moved to the Dutch company CSM. Later ownership was associated with international investors, while the brand continued to be identified with Leaf International. Product development broadened in the 1970s through sorbitol and xylitol formulations. The xylitol version was developed in cooperation with the University of Turku's dentistry department. Regulatory language around sugar-free claims led to the use of the term "Sokton" for one formulation. Leaf launched Salmiakki-Sisu in 1994, followed by further variants in the 2000s. Sugared Sisu production ended in 1998, although later products such as Sisu Horna used sugar and presented a different composition and format. Sisu Sysi, a liquorice-flavored variant, was introduced for the brand's 2008 anniversary period. Marketing in the late twentieth and early twenty-first centuries connected Sisu with Finnish national culture. Ice hockey became a major advertising theme under Rettig and continued under Leaf. The association was particularly prominent around Finland's 1995 world championship, and Sisu-branded hockey cards were issued from 1993 through 1996. The 70th-anniversary advertising in 1998 featured mountaineer Veikka Gustafsson. From the launch of Sisu Horna in 2002, the brand also became associated with rock festivals and music sponsorships, including support for Sturm und Drang beginning in 2007. Production left Finland for Italy in 2013. Sisu remains an active Finnish confectionery brand with strong historical recognition.
- 2013
Production moves to Italy
[1]Manufacturing is transferred from Aura to Italy.
- 2008
Sisu Sysi introduced
[1]A liquorice-flavored anniversary-period variant is added to the portfolio.
- 2002
Sisu Horna launches
[1]A new variant expands the range and strengthens the brand's connection with music-festival marketing.
- 1999
Ownership moves to CSM
[1]Sisu becomes associated with Dutch confectionery owner CSM.
- 1998
Seventieth-anniversary marketing
[1]Anniversary advertising features mountaineer Veikka Gustafsson; production of sugared Sisu is also discontinued around this period.
- 1994
Salmiakki-Sisu introduced
[1]Leaf adds a salty-liquorice variant that rapidly gains a leading position in Finland.
- 1992
Candy business sold to Huhtamäki
[1]Rettig Group sells its candy business to Huhtamäki, bringing Sisu into the Leaf portfolio.
- 1973
Aura factory opens
[1]A new production facility opens in Aura, Finland.
- 1938
Factory moves within Turku
[1]Seres production moves from Hämeenkatu to Rauhankatu.
- 1928
Sisu launches
[1]Tehdas-Osakeyhtiö Seres introduces Sisu in Turku.
Products and positioning
A distinctly Finnish, heritage-oriented liquorice and breath-freshening candy brand built around a secret aroma, enduring packaging, and cultural associations with toughness, outdoor life, music, and ice hockey.
Liquorice candy and breath pastille · 1928
Original Sisu
The original Sisu product is a compact liquorice-based candy built around gum arabic and a distinctive proprietary aroma. It was positioned historically as a breath refresher and as a candy for singers, speakers, and smokers. Its enduring package includes the traditional Sisu wordmark and the image of the early international award medal.
Salty liquorice candy · 1994
Salmiakki-Sisu
Salmiakki-Sisu is a salty-liquorice extension introduced by Leaf in 1994. It became one of Finland's leading salty-liquorice candies shortly after launch and broadened Sisu beyond its original flavor profile while retaining the core brand's compact pastille format.
Flavored liquorice candy · 2002
Sisu Horna
Sisu Horna was introduced in 2002 as a variant with a different composition from traditional Sisu. It is sweetened with sugar and is sold in small paper bags. Its launch also marked a closer relationship between Sisu marketing, rock music, and Finnish music festivals.
Liquorice-flavored candy · 2008
Sisu Sysi
Sisu Sysi is a liquorice-flavored variant introduced during the brand's 2008 anniversary period. It represents the continued use of flavor extensions to refresh a long-established product identity while maintaining the Sisu name and heritage packaging cues.
Sugar-reduced candy · 1970
Sokton
Sokton was a term used for a Sisu formulation sweetened with sorbitol. The naming reflected Finnish regulatory restrictions on describing certain sorbitol-sweetened products as sugarless. Related sugar-free and xylitol versions were developed during the 1970s.
Marketing campaigns
- 2007Sturm und Drang sponsorship
Finland
Sisu began sponsoring the Finnish-Swedish power-metal band Sturm und Drang.
Outcome. The sponsorship extended the brand's music positioning toward a young rock audience.
- 2002Rock and festival marketing
Finland
Following the launch of Sisu Horna, the brand became closely connected with Finnish rock music festivals.
Outcome. Music became a recurring cultural platform for the brand during the 2000s.
- 1998Seventieth-anniversary campaign
Finland
Anniversary advertising featured mountaineer Veikka Gustafsson, who had participated in an Antarctic climbing achievement.
Outcome. The campaign reinforced associations between Sisu, endurance, exploration, and Finnish national identity.
- 1993Sisu ice-hockey cards
Finland
Sisu-branded ice-hockey cards were introduced as part of the brand's sports-oriented marketing.
Outcome. The cards were published through 1996, with the campaign strongly associated with Finland's 1995 world championship.
- 1988Ice-hockey advertising
Finland
Under Rettig ownership, Sisu increasingly connected its advertising with Finnish ice hockey.
Outcome. The ice-hockey theme continued after the brand entered the Leaf portfolio and became one of its most visible cultural associations.
- 1975Swamp, hoe and Jussi
Finland
A television campaign created by Lintas used the phrase and imagery of a swamp, a hoe, and Jussi, drawing on a recognizable Finnish cultural motif.
Outcome. The advertising became a public favorite and continued to be broadcast into the 1980s.
Brand decisions
2013
Move production to ItalyStrategyBackground
Sisu manufacturing had been based at the Aura factory in Finland since 1973.
Action taken
Production was transferred from Aura to Italy.
Aftermath
Sisu continued as an active brand, but its manufacturing was no longer based in Finland.
1998
End sugared Sisu productionStrategyBackground
The portfolio was being reshaped as the brand developed alternative formulations and new flavor variants.
Action taken
Production of the traditional sugared Sisu product was discontinued.
Aftermath
Later products such as Sisu Horna continued to use sugar while differing in composition and format.
1994
Launch Salmiakki-SisuProduct launchBackground
Leaf sought to broaden the established Sisu range with a salty-liquorice product.
Action taken
Salmiakki-Sisu was introduced to the Finnish market.
Aftermath
The product quickly became a leading salty-liquorice candy in Finland.
1992
Transfer into the Leaf portfolioM&ABackground
Rettig Group sold its candy business as part of a change in confectionery ownership.
Action taken
Huhtamäki acquired the candy business, making Sisu part of Leaf.
Aftermath
Leaf subsequently launched new Sisu variants, including Salmiakki-Sisu.
1970
Introduce sorbitol and xylitol formulationsProduct launchBackground
The brand sought sugar-reduced alternatives, including formulations connected with Finnish dental research.
Action taken
Sisu introduced sorbitol-sweetened and xylitol-sweetened versions; the term Sokton was used in response to restrictions on sugarless labeling.
Aftermath
These products extended the brand into alternative-sweetener confectionery, although their current availability is not established here.
Recent events
- 2013
Sisu production moves to Italy[1]
Other
Manufacturing was transferred from the Aura factory in Finland to Italy.
- 2002
Sisu Horna launches[1]
Product launch · Campaign
Sisu Horna introduced a distinct composition and packaging format, and helped connect the brand with Finnish rock and music-festival culture.
- 1995
Sisu advertising is linked to Finland's ice-hockey success[1]
Campaign
The brand's long-running ice-hockey positioning culminated in campaigns around Finland's world championship victory.
- 1994
Salmiakki-Sisu expands the product range[1]
Product launch
Leaf introduced Salmiakki-Sisu, a salty-liquorice variant that quickly became one of Finland's best-selling salty-liquorice candies.
- 1928
Sisu candy is introduced in Finland[1]
Product launch
Tehdas-Osakeyhtiö Seres brought Sisu to market in Turku after a development process led by chemist Johan Ponkamo.
- 1928
Sisu receives international food-fair gold medal[1]
Other
Soon after launch, Sisu received a gold medal at an international food-products fair in Liège, Belgium; the medal became part of the package design.
Sources2 sources
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