Sue food
- Type
- Food & Ingredient Manufacturer
- Location
- Rotterdam, Netherlands
- Industries
- Food ingredients & products, Food reformulation, Direct to consumer, Out-of-home, Shortening supply chain, Recipe app, Food discovery / recipe apps & experiences
- Domains
- Ingredients, Sugar alternatives, Processed food products, Bakery, Rice, Plant based primary products
- Technologies
- Smart & digital, Information technology, Platform technology
About Sue food
SUE is a Rotterdam-based bakery and hospitality concept focused on indulgent treats and meals that are refined sugar-free, gluten-free, lactose-free, and vegan. The company was founded by Kim Sue Palm, who started by experimenting with healthier versions of sweet snacks at home and grew the idea into a full business after positive reactions from local hospitality partners and customers.
Today, SUE operates an open bakery in Rotterdam, a lunch and tea location in the city center, a webshop, and a network of resale partners across the Netherlands and Belgium. It positions itself as a brand for people who want to enjoy sweets and baked goods without compromising on dietary preferences or a healthier lifestyle.
Core Values
- Health-conscious indulgence: SUE’s products are designed to satisfy a sweet craving while staying aligned with a healthier lifestyle and avoiding refined sugar, gluten, lactose, and animal ingredients.
- Transparency: The company clearly communicates ingredients, allergens, and nutritional information, and explains what it uses instead of refined sugar.
- Craft and quality: Products are made by hand in SUE’s own bakery, with an emphasis on careful preparation and consistent quality.
- Community and accessibility: SUE aims to make its style of “sweet without sugar” available to more people through its bakery, lunch venue, webshop, and partner network.
Unique Aspects
- Own open bakery in Rotterdam: SUE makes all of its sweet products in its own bakery on Goudsesingel, where visitors can look into the production process.
- Multi-channel presence: The company combines a webshop, two Rotterdam locations, and a broad network of hospitality resale partners in the Netherlands and Belgium.
- Strong dietary positioning: Its assortment is consistently refined sugar-free, gluten-free, lactose-free, and vegan, with clear allergen guidance and certified gluten-free ingredients.
- Established partner network: SUE’s products are sold through many named cafés, bakeries, hotels, and hospitality venues, showing strong traction in out-of-home channels.
- Cookbook extension: The brand extends beyond retail products with the cookbook Zoet zonder suiker, which brings its recipe approach to home bakers.