GB Glace's Slogans & Taglines

GB Glace (originally Glace-Bolaget until 1991) is Sweden's largest ice cream company, born from a wartime merger in 1942. Founded when Mjölkcentralen (later Arla) and Choklad-Thule combined forces to create Glace-Bolaget, the company was led by Eric W. Hanner, who had studied ice cream production in New York. In 1957, GB opened Scandinavia's largest ice cream factory in Flen, a facility that still produces approximately 45 million liters annually. The brand's iconic mascot, "GB-gubben" (the GB clown), debuted in 1965 and became a beloved symbol of Swedish summers. After Unilever became a partner in 1973 and acquired full ownership in 1996, GB Glace joined the global Heartbrand family in 1998. Today, producing everything from classic Piggelin to Magnum and Cornetto under the Heartbrand umbrella, GB Glace remains a symbol of Swedish ice cream tradition and the enduring belief that no summer is complete without a GB glass.