LEVELS JOINS WHITE GUIDE AS CO-OWNER AND DIGITAL PARTNER

Levels – leading Venture Studio in the Nordics and digital design and technology partner to, among others, Vogue Scandinavia, Schibsted, and Aller Media – joins as one of three new owners of White Guide, the ground-breaking gastronomic guide that has marked the Nordic food world with its independent, curious and trustworthy brand since 2005.

White Guide was founded with the goal of inspiring and raising the quality of Nordic gastronomy and food culture through news coverage, trend analyses, guides, and independent tests. Now, White Guide is taking the next step in its development with Levels as co-owner and strategic partner.

The new owner trio behind White Guide consists of Peter Kjellberg, experienced international business developer with an impressive background from companies such as Cdon, Dometic, Thule, and Mercedes; Öjje Holt, serial entrepreneur and founder of the digital lifestyle company Acamp, co-founder of Acast and previous background from Spotify, Microsoft, and Apple; and Levels, where Per Spångberg, CEO and founder, becomes chairman of the company.

— In recent years, we have been actively looking for a project based on an exciting and strong brand with a clear position, where there is also great potential to create new digital revenues. White Guide is the perfect example that has long characterized Nordic gastronomy with its curiosity, credibility, and brand. We therefore see significant potential in the development of White Guide's digital presence and digitally-based business, says Per Spångberg.

Levels will lead the digital development of White Guide in terms of technology, design, and growth with the goal of creating innovative, relevant, and business-oriented solutions for users, the gastronomy industry, reviewers, and media. With long and deep experience in building high-quality digital products in many industries, not least media, through collaborations with Schibsted, Svt, Bonnier, and Aller Media, as well as Vogue Scandinavia, Levels is well-positioned to take White Guide to new heights.

Peter Kjellberg expresses great confidence in the collaboration; — It feels absolutely crucial to have Levels as a strategic partner, both in terms of the digital business as well as the development and operation of the technical platform.

— Our co-ownership and strategic partnership between Levels and White Guide imply long-term work to renew the entire underlying technology platform and create a roadmap that supports and lays the foundation for digital innovation and business expansion going forward, says Linus Granborg, vice CEO and co-founder of Levels and former development manager at Schibsted.