A far sweeter than hockey success stole the show in Vancouver’s 5-3 loss to the Winnipeg Jets: Katelyn Byrd, wife of Canucks forward Elias Pettersson, unveiled her Swedish-inspired chocolate and candy brand Swete. And to the surprise of many, it sold out within hours of its Rogers Arena debut. Fans could be seen carrying bright Swete packages, and Katelyn could hardly believe it herself, posting on Instagram, “We’re almost sold out in the first period.”
A sweet launch, outshining game itself
That night, while the Canucks were fighting on the ice, Katelyn was quietly racking up a monumental win off it. Via her Instagram stories, she shared fans enjoying her new product and tagged the brand with pure excitement. Even though Vancouver fell short against the Jets, Elias Pettersson still made an impact with two assists, while his wife stole the night with her brand’s roaring debut.
EP40’s wife, Katelyn Byrd, is launching a Swedish candy brand named Swete.
She’s selling bags at Rogers Arena for tonight’s #Canucks game and is almost sold out per her Instagram. pic.twitter.com/nMOe0q2Ffm
— Noah Strang (@noahstrang_) November 12, 2025
The place was electric as much because of the hockey as the candy craze as Swete became the unlikely star of the night. With a single period, the stocks nearly sold out in what must be one of the most successful soft launches a player’s family brand has seen in recent NHL memory. Fans raved about both Pettersson’s one for the playmaking, and the other for her delicious new creation.
The Swedish candy tradition that inspired swete
Earlier this month, Katelyn introduced Swete in a YouTube vlog that captured the brand’s first photoshoot fittingly held inside Rogers Arena. Elias drove her to the shoot himself, with Katelyn nervously admitting, “My nerves are crazy this morning… but I’m super excited.” The vlog offered a behind-the-scenes look at the couple’s teamwork and the early steps of building her dream.
Katelyn shared that Swete was inspired by “Lördagsgodis,” Sweden’s beloved Saturday candy tradition. Having travelled all over Europe as a model, she fell in love with the purity and flavor of Scandinavian sweets and wanted to bring that experience home. “You can’t even compare it to the chocolate here,” she said with passion.
With a sold-out launch and growing buzz, Swete isn’t just a candy brand, but it’s Katelyn Byrd’s love letter to Swedish culture wrapped in sweetness and success.
