🌮 Tacos, a Mexican dish that became a Swedish tradition

I came to Sweden in September 2019. A week from my birthday. It was the first time I was “visiting” Sweden. The time that I stayed. I packed whatever I could fit in two 25-kilogram suitcases. Some of my favorite books and all the clothes I believed would save me from the cold. I was bringing myself and with that, my beliefs, my values, my expectations, my fears and insecurities, my music, and my language. I brought something else; I just didn’t know: my flavors, my ways of cooking, the recipes I learned from my mother, and all my foreign tastes.

I couldn’t even pronounce the word Jönköping. I would say “YON-CO-PING!” That’s how I read it. “I'm going to be the only Mexican in here” — I thought. Little did I know. “MEX – I – CAN” — I would say to myself to help me overcome my fear of being far from home, from everything I knew, or “at the end of the world” — as my parents (still) describe it.

The comment I got the most was people telling me that I was going to miss Mexican food, but specifically, tacos. Of course I do. But the Mexican ones.

But little did I know that Swedes are taco fans. In fact, Sweden has the highest consumption per capita of Mexican food in Europe. This is thanks to ‘Fredagsmys’, or ‘Cozy Friday’, a beloved Swedish tradition in which families and friends get together at home on Friday night to watch TV and eat tacos.

However, these tacos were not Mexican style, but rather Tex-Mex… why?

By the end of the millennium, the Swedish government deregulated TV, allowing advertising for the first time. The Taco craze in Sweden was not brought by Mexican immigrants like myself, but introduced instead by American TV shows and movies as well as the Swedish chips company OLW, which made its slogan “Now it’s cozy Friday time” very popular through TV commercials.

The company founder of Taco Bell, Glenn Bell, was officially the one who claimed to invent the taco shell as a better and easier way to sell and distribute Mexican taste.

Evidently, it worked.

Later came products made by Old El Paso, Santa Maria, and El Dorado; the hard taco shells, the taco ‘mix’ (whatever that means), and bland salsa, which are products that are unmistakably processed in the American way.

Regardless, in Sweden, the Mexican aisle is the largest part of the ethnic food section. By far.

And while I haven’t found truly Mexican tacos in Sweden, I did find that warm taste that reminds me of home. Not as a dish, nor a Mexican flavor, but as a way to come together and enjoy life.

Call it glocalization, call it industrialization, commodification, modernity, post-Fordism, or all of these together. I call it good luck.

And for Swedes, they call it ‘Taco Fredag’ or ‘Taco Friday’.

by Viviana Levet/Riedia

🛒 Swedish Supermarkets 101: the ins and outs of the top chains

Looking to save money and find the best fresh produce at the supermarket? Curious about the difference among supermarket chains in Sweden? Look no further!

This guide will introduce you to the major supermarket chains in Sweden, their histories, unique features, and where to find the best deals.

ICA

Founded in 1938, ICA is one of the largest supermarket chains in Sweden, with over 1,300 stores across the country.

The chain offers a great shopping experience with its focus on high-quality products and top-notch customer service . Plus, with its convenient stores (ICA Nära) and EV charging stations , it's a convenient one-stop shop for busy shoppers.

Coop

Coop is another major player in the Swedish supermarket industry. Founded in 1899, it has over 1,200 stores throughout the country.

As a member-owned cooperative, Coop has a strong focus on sustainability and ethical sourcing of products , being the first in Sweden to show the food’s sustainability footprint . Additionally, Coop is the largest retailer of organic products in Sweden , making it an excellent option for shoppers looking for organic products.

Lidl

Lidl , a German supermarket chain, has been rapidly expanding in Sweden since 2016. It now operates over 200 stores across the country, with a strong presence in urban areas.

The chain offers a wide range of products at low prices. It is known for its no-frills approach and focus on efficiency, which allows it to keep prices low for customers. This approach makes Lidl a great choice if you are looking for a budget-friendly option with a big range of international products .

Willys

Willys , founded in 1975, is a supermarket chain that specializes in offering a wide range of products at low prices.

With over 200 stores across Sweden, it is particularly popular in rural areas and is known for its focus on value and affordability , making it a great choice if you are looking for a budget-friendly option with a focus on local products and brands .

Hemköp

Hemköp , founded in 1958, is a supermarket chain that has a strong focus on providing high-quality products and excellent customer service .

With over 200 stores across Sweden, it is particularly popular in urban areas and known for its wide range of products and its emphasis on fresh, high-quality produce . This makes Hemköp a great choice for shoppers who are looking for a supermarket chain that prioritizes both product quality and customer service.

Key takeaways

• ICA: high quality, excellent customer service, EV charging stations
• Coop: sustainability, organic products
• Lidl: low price, urban, international products
• Willys: low price, rural, local products
• Hemköp: high quality, urban, excellent customer service

Sweden offers a variety of supermarket chains, all with their own unique characteristics. Keep in mind the main takeaways of each chain as you make your decision on where to shop and get the best products.

Happy shopping!

by Carlos Lago/Riedia, Xuecong Liu/Riedia