The team behind Smaklig.
We're building Smaklig to make everyday meal planning easier. Meet the people behind the weekly menus, our goals and what we believe in.
The team
The people behind Smaklig
One shared goal: making everyday meal planning, shopping and cooking easier.
The founders
3 peopleFounder & CEO
Alexander Eriksson
Data-driven optimization since 1998 · Founded Smaklig 2026
Built Smaklig after his own weight journey — from 110 to 98 kg with AI-planned weekly menus. Has worked with data-driven optimization since 1998.
Co-founder & CFO
Hans Hammar
Founded Hammar & Partners in 2023 · 25 years in finance
Responsible for Smaklig's finances, funding and business model. Over 25 years in the financial sector.
Co-founder & CMO
Pernilla Nilsson
Health coach · Featured on TV4's Elitstyrkans hemligheter, 2022
Coaches people toward habits that last, and argues the tools should lower the threshold — not raise the bar.
It began with Alexander's everyday life. Read how the idea for Smaklig took shape.
Founders' storyOur goal
Affordable, accessible to everyone — we're doing this together.
Expensive diet programs are often wasted money. Smaklig should be affordable, accessible to everyone and built with its community — because you actually save money by planning. We are privately funded, accept no payments from food brands and have no affiliate links on health articles.
No outside food giants with opinions about your menu.
Zero payments from brands, GLP-1 manufacturers or supplement sellers.
Affordable, accessible to everyone — we're doing this together.
Our principles
What we never compromise on
Contact and responsible publisher
Get in touch
Sound familiar?
The same tool Alexander built for himself — now for your kitchen. Ready in 2 minutes, no card required.