Toni and Esa didn’t meet during the easiest moments of their lives. Both ended up in the same hospital ward due to severe ulcerative colitis. The illness confined them to their beds — but it was there, between white walls and quiet nights, that something much greater than the illness itself began to take shape.

Brought together by a shared experience, they kept returning to the same question: Why do treats and wellbeing so often clash? What if treat would be as good for you as enjoying a piece of wholesome finnish rye bread?

The idea stuck. Rye is a base of nordic food culture — rich in fiber and nutrients. But as a candy base? Holy damn.

As the recovery started, so started the experiments at home and curiousity filled the kitchen. The first batch was a surprise — as a candy mass, rye was sweet, bold, unexpected. Toni and Esa looked at each other as if they had uncovered something that had been waiting to be discovered.

From that moment, a brand was born — not just a product, but also a promise:

Ryejoy — an innovative rye-based sweet that helps others live better through natural, fiber-rich treats.